Avinash Kaushik - world leader in web business optimisation
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C8 E-CRM
E-CRM or online customer relationship management is packed with fundamental common senses principles. Surprisingly many companies still do not adhere to them. We’re sitting on a customer service time bomb. This But there is also presents a golden opportunity for integrated CRM to create competitive advantage . Serving and nurturing customers into lifetime customers makes sense as existing customers are, on average, five to ten times more profitable. At the heart of this is a good database – the marketer’s memory bank, which if used correctly, creates arguably the most valuable asset in any company.This is an outline of content for this chapter from my book eMarketing eXcellence authored with PR Smith. You can follow relevant links at the bottom of the page.
E-CRM - Introduction
This section introduces e-CRM, explains what it is, how it is inextricably linked with database marketing, why e-CRM is so important to delivering competitive advantage, yet often underused , and how the other sections in this chapter fit together.
So first, what is e-CRM? Customer Relations Management with an ‘e’. Ultimately, E-CRM cannot be separated from CRM, it needs to be integrated and seamlessly. However, some organisations do have specific E-CRM initiatives or staff responsible for E-CRM. Both CRM and E-CRM are not just about technology and databases, it’s not just a process or a way of doing things, it requires, in fact, a complete customer culture.
E-CRM - Topics and learning outcomes
- 8.1 Introduction. Understand the significance of e-CRM.
- 8.2 Relationship marketing. Explain the basic principles of relationship marketing and the importance of coherent contact or communications strategies.
- 8.3 Database marketing. Grasp the basic principles of database marketing.
- 8.4 e-CRM. Specify what new media add to CRM
- 8.5 Profiling. Know how to approach profiling
- 8.6 Personalization. Know the options for personalising web sites, opt-in emails, prices and promotions.
- 8.7 Email marketing Develop a strategy for managing inbound e-mail, outbound email marketing campaigns and e-newsletters.
- 8.8 Control issues. Develop a control strategy for E-CRM.
- 8.9 Cleaning the database. Assess approaches to database cleaning.
- 8.10 Making it happen. Outline a plan to achieve e-CRM
Most recent articles related to E-CRM
This page lists my latest articles on recent developments in E-CRM
Links for E-CRM Chapter
- E-marketing Excellence Book homepage. An index of all E-marketing links for each chapter.
- ClickZ. Email channels. Clickz has expert articles within its channels on deliverability, email optimisation and creative.
- CRMGuru. Forum, plus some white papers
- Database Marketing Institute. Great practical guidelines and presentations on traditional database marketing and online marketing using email and web personalisation.
- Email Marketing Tools. A compilation of tools for managing email broadcast and deliverability.
- Email Marketing Strategy Guide. Everything you need to know about Email marketing on a single page.
- Email Experience Council. A US organisation with compilations of practical tips on Email marketing.
- E-Loyalty. An introduction to achieving online loyalty by Ellen Reid-Smith MyCustomer.com (www.mycustomer.com) Portal focusing on traditional and online CRM.
- JimNovo.com. A specialist on online CRM, Jim’s site has many practical insights about analysing and following up according to online purchase behaviour including the excellent ‘Drilling Down’ guide.
- Net Promoter Score Blog. Blog on achieving advocacy by Fred Reicheld and other specialists in achieving advocacy such as Dr Paul Marsden.
- Peppers and Rogers One to One marketing. Contains interesting articles, case studies and supplier guides.
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