Acronym for Customer Relationship Management. CRM entails all aspects of interaction a company has with its customer, whether it be sales or service related. Computerization has changed the way companies are approaching their CRM strategies because it has also changed consumer buying behavior. With each new advance in technology, especially the proliferation of self-service channels like the Web and WAP phones, more of the relationship is being managed electronically. Organizations are therefore looking for ways to personalize online experiences (a process also referred to as mass customization) through tools such as help-desk software, e-mail organizers and Web development applications.
Seemingly overnight, vendors from all corners have rushed to introduce CRM "solutions," viewing CRM as the next business frontier. Yet many CRM offerings will yield, at best, only tactical improvements—for example automating fulfillment of Web leads. Other CRM offerings might patch together Sales Force Automation and Customer Support, producing only a fraction of an eCRM solution. Still other CRM packages might provide customer analytics needed to observe customer behavior, but lack the means to turn findings into initiatives that positively impact customer behavior. A common but pejorative thread exists among most CRM packages—they fail to provide the discipline and process that would enable a company to manage its business based on customer economics. In short, this has resulted in separate and uncoordinated customer-interaction environments. As a result, CRM initiatives adopted to date have not delivered the business benefits promised
eCRM
What is eCRM ?
eCRM is a term used to describe the "modernization" of customer relations management, meaning electronic customer relations management.
eCRM usually manifests itself in the form of CRM software systems which enable industries to conduct customer relations via internet, intranet, or wireless communication platforms. An eCRM enabled sales staff can conduct relations with customers while on-the-go, which not only improves those relations, but also ensures efficient use of time by that sales staff.
Applied Innovation Management is a pioneer in the eCRM field with its suite of web-based helpdesk and issue management software products.
How is it different from CRM?
eCRM is sometimes referred to as electronic CRM. eCRM, however, consists of more components than CRM. eCRM is customer relationship management for e-Businesses that must confront the complexity of managing sophisticated customers and business partners in a variety of media including: online and offline media, personal contact, and more automated and electronic forms of communication.
How does eCRM help ?
In simplest terms, eCRM provides companies with a means to conduct interactive, personalized and relevant communications with customers across both electronic and traditional channels. It utilizes a complete view of the customer to make decisions about messaging, offers, and channel delivery. It synchronizes communications across otherwise disjointed customer-facing systems. It adheres to permission-based practices, respecting individuals' preferences for how and whether they wish to communicate with you. And it focuses on understanding how the economics of customer relationships impact the business. Advocates of eCRM recognize that a comprehensive understanding of customer activities, personalization, relevance, permission, timeliness, and metrics are all a means to an end—optimizing value between you and your most important asset—your customers.
While the definition above is simple, achieving eCRM itself is hard. For Global 2000 companies, evolving to eCRM requires process and organizational changes, a suite of integrated applications, and a non-trivial technical architecture to support both the eCRM process and the enterprise applications that automate the process. Mid-size companies may benefit from less sophisticated, and easier to implement (and afford) hosted solutions, offered through Application Service Providers. But regardless of the size of your firm, you have no choice but to evolve to eCRM quickly. Forrester Research expects eCRM applications to "obsolete" channel-specific CRM applications by 2002. McKinsey & Company notes that "capturing and effectively using customer profiles will determine winners and losers in . . . eCommerce development."
To CRM or eCRM ?
Although industries were a bit skeptical about the future of eCRM they have started realizing its power and more and more of them are embracing eCRM to enhance their business with customers.
Following is a news article by Robyn Greenspan on a research summary on comparison of CRM and eCRM that will make things clearer.
GAITHERSBURG, MD--Intellor Group, Inc. has announced the completion of a research summary titled, "A Comparison of CRM Versus E-CRM Adoption," which analyzes how organizations are approaching their customer-centric initiatives with respect to traditional business and e-business environments. As an independent knowledge exchange company focused on promoting the success of the e-Business Intelligence and Integration (eBII) marketplace through the rapid and comprehensive exchange of information, Intellor Group is well-suited for researching CRM initiatives. The results included in the summary represent a current snapshot of where companies are with their level of adoption, understanding, implementation, priority and staffing with respect to Customer Relationship Management (CRM) and electronic Customer Relationship Management (eCRM). "It is likely that companies are realizing that the customer experience is critical to their Web business, and they need to focus more attention on the 'e' customer experience. With this reality setting in and e-competition growing, it will become critical that organizations have strong eCRM strategies to attract and retain Web customers," said Richard Rist, President and CEO, Intellor Group, Inc. Key findings from "A Comparison of CRM Versus E-CRM Adoption" include:
Acceptance/Understanding/Implementation
Fourteen percent of respondents indicated they have accepted and deployed CRM, while nine percent of respondents indicated they have accepted and deployed eCRM.
The number of organizations considering CRM, but not reaching a general acceptance, is significantly higher (ten percent) for CRM than it is for eCRM. Eighteen percent of respondents indicated they have considered eCRM without reaching general acceptance. On the other hand, 28 percent of the respondents indicated that they have considered CRM without reaching a general acceptance.
More than two thirds of respondents indicated they do not have a sufficient enough understanding of CRM and eCRM to make key decisions.
Eighty-eight percent of the respondents have deployed, accepted or minimally considered CRM, while only 12 percent have not considered CRM. Similarly, 82 percent of the respondents have deployed, accepted or minimally considered eCRM, while only 18 percent have not considered eCRM.
Respondents indicated that nine percent of them have had their CRM initiatives fail while only five percent have experienced failure of their eCRM initiatives.
Priority
Sixty-six percent of respondents indicated that eCRM is a top-ten priority, while only 61 percent indicated CRM is a top-ten priority.
Respondents indicated that 85 percent of the time that CRM is made a number-one priority, eCRM is also made a number-one priority.
Staffing
of the organizations that indicated CRM was a number-one priority, only 56 percent have trained staff to implement a solution. Thirty-six percent indicated they will use consultants, and nine percent said they would train existing staff to meet the skill requirements.
Of the organizations that indicated eCRM was a number-one priority, only 50 percent have trained staff, while 36 percent said they would use consultants. Twelve percent said they would train existing staff.
CRM and Business Intelligence (BI)
Our research showed that CRM often has a close relationship to an organization's Business Intelligence (BI) initiatives. Thirty-two percent of the respondents who have implemented BI in the last 24 months indicated they have also implemented CRM in the last 24 months. An additional 26 percent have begun their CRM implementation in the last 12 months. Sixteen percent plan to implement CRM in the next 12 months. Eleven percent indicated no plans to implement CRM, and a surprising 16 percent have attempted to implement CRM without success. Similarly, respondents who have implemented e-BI indicate a strong adoption of eCRM. Forty-two percent of those who have implemented e-BI in the last 24 months have also implemented eCRM.
TOP 10 eCRM TERMS
SOME eCRM SOFTWARES
wScripting
Scripting Tool For Call Center Agents
wScripting is an intelligent question and answer guide for call center agents that can be delivered through the Internet via ASPs (Application Service Providers). This tool allows the agent to capture customer data from the conversation and can also be used for product sales or customer service/troubleshooting. The advantage of wScripting over other call agent scripting modules is the dynamic and intelligent format of the conversation guide. wScripting can also be modified to replicate your sales best practices throughout the call center by embedding this knowledge into the software.
How wScripting works:
1. Agent contacts the potential customer, or vice versa. The agent then pops up the wScripting module on his/her desktop.
2. If the caller is a current customer, their record can be brought up onscreen. If the caller is not a customer, then a new record is created.
3. The agent poses the questions presented on screen to the caller, and uses the multiple choice answer mechanism to input the caller's response.
4. The agent can input gathered customer information by using the data entry fields at the bottom of the screen.
5. During the conversation, the agent is provided with in context information to pass onto the caller (such as product ratings), tailored to the informational needs and sophistication level of the caller.
6. At the conclusion of the question and answer interaction, the agent will provide the caller with an intelligent recommendation complete with a logical, plain English justification for the recommendation.
7. The agent can then execute the transaction (e.g. purchase) and record the result of the call in the data entry fields at the bottom of the screen.
8. You end up with a searchable record of the conversation, and a database of customer information collected during the call.
ClickMobile
Optimized, Integrated Scheduling Solution For Mobile Field Service Personnel
ClickMobile enables service representatives in the field to send and receive updated schedule information throughout the day. Through integration with ClickSoftware's ClickSchedule, the leading scheduling optimization tool, ClickMobile enables automatic, real-time re-scheduling to ensure maximum efficiency and productivity. With ClickMobile, managers have the latest information about service call status and the activities and whereabouts of field service personnel. This allows them to respond more effectively to unforeseen events, alter schedules, and redirect field staff throughout the day.
While mobile scheduling has been available previously, ClickMobile is the first such tool to integrate with a proven scheduling optimization tool like ClickSchedule. Field staff can be optimally redirected on the fly to increase efficiency and ensure that service level commitments are met. Unlike other, older solutions, ClickMobile takes advantage of low-cost PDAs and two-way pagers that provide instant communication between the central office and field service staff. Initially ClickMobile will support PocketPC, Windows CE, and 2-way pagers. ClickMobile supports most major wireless networks, both circuit- and packet-switched, in the U.S. and in Europe.
ClickMobile reduces paperwork and phone calls, improves accuracy of communication, while providing faster dispatching and status updates, real-time monitoring of field activity, same-day optimization, automatic rescheduling, and more.
wRecommend
Product Recommendation Tool For Online Customers
How wRecommend works:
1. Potential customers visit the client Web site.
2. Lack of experience and indecision draws users to the "Help Me Decide..." button (or other entry point).
3. Potential customers are taken through an interactive, online conversation that discusses their intended needs, uses, and preferences.
4. Along the way, they are presented with "as-needed" information (reviews, explanations, tutorials, benchmark tests, new features that they might be interested in, etc.) customized to their specific information needs and level of knowledge.
5. They are presented with products or services (cross-sells) that fit with their needs, uses, and preferences.
6. The system then presents a range of three customized and fully configured products that meet the expressed and inferred needs and preferences of each buyer. Each recommendation is dynamically configured for the customer, and includes a plain language justification of why the recommendation was made.
After receiving the recommendation, the potential customer can elect to execute the sale online by pressing a 'Buy' button, or call the call center to have any final questions answered before buying. Upon receiving the call, the agent would retrieve the potential customer's recommendation and conversation history, then work with the information to close the sale.
Carbon Copy Solution
Deploy And Remotely Control Desktops And Servers
Carbon Copy Solution can be the single remote control product for all Windows platforms, supporting systems even as the platforms change. The Web-based solution also deploys and remotely controls clients, servers and server farms without rebooting the machine, increasing efficiency and eliminating user interruption.
It is such interesting applications that are making eCRM a very hot field in computers today.
Next post: Top ECRM terms: Bometrics
Download the Complete Seminar Report with Abstract :
CRM is any interaction you have with your customer, as well as consistent and easy to access customer information regardless of sales, marketing, and communication channels. CRM encompasses everything from..
- Strategic CRM .Technology and Implementation
- Mobile Business for the Enterprise
- Sales and Marketing
- Business Intelligence
- Customer Contact Center
Seemingly overnight, vendors from all corners have rushed to introduce CRM "solutions," viewing CRM as the next business frontier. Yet many CRM offerings will yield, at best, only tactical improvements—for example automating fulfillment of Web leads. Other CRM offerings might patch together Sales Force Automation and Customer Support, producing only a fraction of an eCRM solution. Still other CRM packages might provide customer analytics needed to observe customer behavior, but lack the means to turn findings into initiatives that positively impact customer behavior. A common but pejorative thread exists among most CRM packages—they fail to provide the discipline and process that would enable a company to manage its business based on customer economics. In short, this has resulted in separate and uncoordinated customer-interaction environments. As a result, CRM initiatives adopted to date have not delivered the business benefits promised
eCRM
What is eCRM ?
eCRM is a term used to describe the "modernization" of customer relations management, meaning electronic customer relations management.
eCRM usually manifests itself in the form of CRM software systems which enable industries to conduct customer relations via internet, intranet, or wireless communication platforms. An eCRM enabled sales staff can conduct relations with customers while on-the-go, which not only improves those relations, but also ensures efficient use of time by that sales staff.
Applied Innovation Management is a pioneer in the eCRM field with its suite of web-based helpdesk and issue management software products.
How is it different from CRM?
eCRM is sometimes referred to as electronic CRM. eCRM, however, consists of more components than CRM. eCRM is customer relationship management for e-Businesses that must confront the complexity of managing sophisticated customers and business partners in a variety of media including: online and offline media, personal contact, and more automated and electronic forms of communication.
How does eCRM help ?
In simplest terms, eCRM provides companies with a means to conduct interactive, personalized and relevant communications with customers across both electronic and traditional channels. It utilizes a complete view of the customer to make decisions about messaging, offers, and channel delivery. It synchronizes communications across otherwise disjointed customer-facing systems. It adheres to permission-based practices, respecting individuals' preferences for how and whether they wish to communicate with you. And it focuses on understanding how the economics of customer relationships impact the business. Advocates of eCRM recognize that a comprehensive understanding of customer activities, personalization, relevance, permission, timeliness, and metrics are all a means to an end—optimizing value between you and your most important asset—your customers.
While the definition above is simple, achieving eCRM itself is hard. For Global 2000 companies, evolving to eCRM requires process and organizational changes, a suite of integrated applications, and a non-trivial technical architecture to support both the eCRM process and the enterprise applications that automate the process. Mid-size companies may benefit from less sophisticated, and easier to implement (and afford) hosted solutions, offered through Application Service Providers. But regardless of the size of your firm, you have no choice but to evolve to eCRM quickly. Forrester Research expects eCRM applications to "obsolete" channel-specific CRM applications by 2002. McKinsey & Company notes that "capturing and effectively using customer profiles will determine winners and losers in . . . eCommerce development."
To CRM or eCRM ?
Although industries were a bit skeptical about the future of eCRM they have started realizing its power and more and more of them are embracing eCRM to enhance their business with customers.
Following is a news article by Robyn Greenspan on a research summary on comparison of CRM and eCRM that will make things clearer.
GAITHERSBURG, MD--Intellor Group, Inc. has announced the completion of a research summary titled, "A Comparison of CRM Versus E-CRM Adoption," which analyzes how organizations are approaching their customer-centric initiatives with respect to traditional business and e-business environments. As an independent knowledge exchange company focused on promoting the success of the e-Business Intelligence and Integration (eBII) marketplace through the rapid and comprehensive exchange of information, Intellor Group is well-suited for researching CRM initiatives. The results included in the summary represent a current snapshot of where companies are with their level of adoption, understanding, implementation, priority and staffing with respect to Customer Relationship Management (CRM) and electronic Customer Relationship Management (eCRM). "It is likely that companies are realizing that the customer experience is critical to their Web business, and they need to focus more attention on the 'e' customer experience. With this reality setting in and e-competition growing, it will become critical that organizations have strong eCRM strategies to attract and retain Web customers," said Richard Rist, President and CEO, Intellor Group, Inc. Key findings from "A Comparison of CRM Versus E-CRM Adoption" include:
Acceptance/Understanding/Implementation
Fourteen percent of respondents indicated they have accepted and deployed CRM, while nine percent of respondents indicated they have accepted and deployed eCRM.
The number of organizations considering CRM, but not reaching a general acceptance, is significantly higher (ten percent) for CRM than it is for eCRM. Eighteen percent of respondents indicated they have considered eCRM without reaching general acceptance. On the other hand, 28 percent of the respondents indicated that they have considered CRM without reaching a general acceptance.
More than two thirds of respondents indicated they do not have a sufficient enough understanding of CRM and eCRM to make key decisions.
Eighty-eight percent of the respondents have deployed, accepted or minimally considered CRM, while only 12 percent have not considered CRM. Similarly, 82 percent of the respondents have deployed, accepted or minimally considered eCRM, while only 18 percent have not considered eCRM.
Respondents indicated that nine percent of them have had their CRM initiatives fail while only five percent have experienced failure of their eCRM initiatives.
Priority
Sixty-six percent of respondents indicated that eCRM is a top-ten priority, while only 61 percent indicated CRM is a top-ten priority.
Respondents indicated that 85 percent of the time that CRM is made a number-one priority, eCRM is also made a number-one priority.
Staffing
of the organizations that indicated CRM was a number-one priority, only 56 percent have trained staff to implement a solution. Thirty-six percent indicated they will use consultants, and nine percent said they would train existing staff to meet the skill requirements.
Of the organizations that indicated eCRM was a number-one priority, only 50 percent have trained staff, while 36 percent said they would use consultants. Twelve percent said they would train existing staff.
CRM and Business Intelligence (BI)
Our research showed that CRM often has a close relationship to an organization's Business Intelligence (BI) initiatives. Thirty-two percent of the respondents who have implemented BI in the last 24 months indicated they have also implemented CRM in the last 24 months. An additional 26 percent have begun their CRM implementation in the last 12 months. Sixteen percent plan to implement CRM in the next 12 months. Eleven percent indicated no plans to implement CRM, and a surprising 16 percent have attempted to implement CRM without success. Similarly, respondents who have implemented e-BI indicate a strong adoption of eCRM. Forty-two percent of those who have implemented e-BI in the last 24 months have also implemented eCRM.
TOP 10 eCRM TERMS
- biometrics
- CRM (Customer Relationship management)
- CTI (Computer Telephony Integration)
- Data mining
- EAI (Enterprise Application Integration)
- EBPP (Electronic Billing Presentation & Payment)
- e-commerce
- IVR (Interactive Voice Response)
- Log file
- Metadata
SOME eCRM SOFTWARES
wScripting
Scripting Tool For Call Center Agents
wScripting is an intelligent question and answer guide for call center agents that can be delivered through the Internet via ASPs (Application Service Providers). This tool allows the agent to capture customer data from the conversation and can also be used for product sales or customer service/troubleshooting. The advantage of wScripting over other call agent scripting modules is the dynamic and intelligent format of the conversation guide. wScripting can also be modified to replicate your sales best practices throughout the call center by embedding this knowledge into the software.
How wScripting works:
1. Agent contacts the potential customer, or vice versa. The agent then pops up the wScripting module on his/her desktop.
2. If the caller is a current customer, their record can be brought up onscreen. If the caller is not a customer, then a new record is created.
3. The agent poses the questions presented on screen to the caller, and uses the multiple choice answer mechanism to input the caller's response.
4. The agent can input gathered customer information by using the data entry fields at the bottom of the screen.
5. During the conversation, the agent is provided with in context information to pass onto the caller (such as product ratings), tailored to the informational needs and sophistication level of the caller.
6. At the conclusion of the question and answer interaction, the agent will provide the caller with an intelligent recommendation complete with a logical, plain English justification for the recommendation.
7. The agent can then execute the transaction (e.g. purchase) and record the result of the call in the data entry fields at the bottom of the screen.
8. You end up with a searchable record of the conversation, and a database of customer information collected during the call.
ClickMobile
Optimized, Integrated Scheduling Solution For Mobile Field Service Personnel
ClickMobile enables service representatives in the field to send and receive updated schedule information throughout the day. Through integration with ClickSoftware's ClickSchedule, the leading scheduling optimization tool, ClickMobile enables automatic, real-time re-scheduling to ensure maximum efficiency and productivity. With ClickMobile, managers have the latest information about service call status and the activities and whereabouts of field service personnel. This allows them to respond more effectively to unforeseen events, alter schedules, and redirect field staff throughout the day.
While mobile scheduling has been available previously, ClickMobile is the first such tool to integrate with a proven scheduling optimization tool like ClickSchedule. Field staff can be optimally redirected on the fly to increase efficiency and ensure that service level commitments are met. Unlike other, older solutions, ClickMobile takes advantage of low-cost PDAs and two-way pagers that provide instant communication between the central office and field service staff. Initially ClickMobile will support PocketPC, Windows CE, and 2-way pagers. ClickMobile supports most major wireless networks, both circuit- and packet-switched, in the U.S. and in Europe.
ClickMobile reduces paperwork and phone calls, improves accuracy of communication, while providing faster dispatching and status updates, real-time monitoring of field activity, same-day optimization, automatic rescheduling, and more.
wRecommend
Product Recommendation Tool For Online Customers
How wRecommend works:
1. Potential customers visit the client Web site.
2. Lack of experience and indecision draws users to the "Help Me Decide..." button (or other entry point).
3. Potential customers are taken through an interactive, online conversation that discusses their intended needs, uses, and preferences.
4. Along the way, they are presented with "as-needed" information (reviews, explanations, tutorials, benchmark tests, new features that they might be interested in, etc.) customized to their specific information needs and level of knowledge.
5. They are presented with products or services (cross-sells) that fit with their needs, uses, and preferences.
6. The system then presents a range of three customized and fully configured products that meet the expressed and inferred needs and preferences of each buyer. Each recommendation is dynamically configured for the customer, and includes a plain language justification of why the recommendation was made.
After receiving the recommendation, the potential customer can elect to execute the sale online by pressing a 'Buy' button, or call the call center to have any final questions answered before buying. Upon receiving the call, the agent would retrieve the potential customer's recommendation and conversation history, then work with the information to close the sale.
Carbon Copy Solution
Deploy And Remotely Control Desktops And Servers
Carbon Copy Solution can be the single remote control product for all Windows platforms, supporting systems even as the platforms change. The Web-based solution also deploys and remotely controls clients, servers and server farms without rebooting the machine, increasing efficiency and eliminating user interruption.
It is such interesting applications that are making eCRM a very hot field in computers today.
Download the Complete Seminar Report with Abstract :
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