Use Of Electronic Customer Relationship

This article discusses the use of electronic customer relationship management (CRM) in marketing, sales, and customer service. It explains how CRM automates processes and improves interactions with customers. The article also highlights the benefits and importance of electronic CRM in today's competitive business world.

Internet Marketing

INTRODUCTION
Part 3.
3.3 Use Of Electronic Customer Relationship
Electronic Customer Relationship can be defined as the application of the internet based
technologies such as e-mails; websites; chat rooms; forums; and other channels with the motive
of achieve objectives of the Customer Relationship Management. It is a completely well
structured and coordinated process of CRM that automates the process in marketing; sales; and
customer service. An effective Customer Relationship Management always increases the
efficiency of the process as well as it improves the interactions with the customer products and
services just to meet the customers individual needs. Electronic Customer Relationship
Management plays a very crucial role in today's competitive business world. It is an integrated
online sales; marketing and service strategy that is used to identify, attract; and retain an
organisation's customers. It describes improved and increased communication between an
organisation and its clients by creating and enhancing customer interaction through innovative
technology. It is a software that provides profiles and complete database of each interaction of an
organisation with its customers; making it an important tool for all small and medium business.
This software has following uses:-
 Customer Management:- It is such a database that provides complete access to all of its
customers that includes their equity status and correspondence.
 Knowledge Management:- It includes a centralised knowledge base that handles and
shares customer information.
 Account Management:- Access in respect of the customer information and its database,
by allowing the sales team and the customer service teams to take action and perform
their respected functions accordingly and customer service teams to perform their
functions efficiently.
 Case Management:- The customer relationship management in the electronic format
allows the people to capture the enquiries; escalating the priority cases and notifies the
management of unresolved issues.
1

 Back- End Integration:- It blends with the other systems and perform actions like ;-
billing; inventory; and logistics through relevant customer contact points such as websites
and call centres.
 Reporting And Analysis:- The electronic Customer Relationship Management is such a
way that, allows the customer for the generation of report on the behaviour of the
customers and understanding the business criteria.
Working Of E- CRM:-
In today's business world, the customers interact with an organisation through the
multiple communication channels- World Wide Web; Call Centres; Field Sale people; dealers;
and partner networks. It is such a system, that enables the customers to do business with the
organisation the way the customer wants to do it is irrespective of the time; via any channel; in
any language; or the currency- and to make customers feel that they are dealing with a single;
unified organisation that recognises them at every step. E- CRM, does this by creating a central
repository for customer records and providing a portal on each employee's computer system by
allowing them the access to customer information by any member of the organisation at any
time.
4.2 Pay Per Click
Converted To PPT
2