eCRM's Influence: Consumer Behavior, Marketing, and Strategies

This essay delves into the concept of electronic Customer Relationship Management (eCRM) and its transformative impact on marketing capabilities, competitive advantage, and organizational efficiency. It examines consumer buying behavior, highlighting the decision-making processes involved in purchases, and illustrates how CRM systems aid in creating customized products and customer profiles. The discussion extends to the role of marketing strategies and strategic alliances in fostering positive customer relationships, emphasizing the importance of customer-focused approaches and analytical CRM. Furthermore, the essay addresses product differentiation challenges and the evolving role of contact centers in customer service. The conclusion underscores eCRM's significance in connecting with customers effectively, referencing various studies that support the integration of eCRM for organizational success. Desklib provides students access to this document and many similar resources to aid in their studies.

 It is the innovative technology used to
enhance the marketing capabilities.
 It is used to gain the competitive advantage
in the market.
 It proves to effective and efficient for the
organisation.
What is electronic customer
relationship management

 Customer is the person who makes the
decision regarding purchase.
 at the time of purchase, every customer
makes the decision.
 Decision can be high involvement or low
involvement.
 Both the decisions are based on the
satisfaction of customers regarding product
or service.
Consumer buying behaviour

 Helps in creating the customized products
as well as customer profiles.
 Profile based on behaviour can assist in
adding the intelligence to the profile of
customers.
 CRM technology also helps in creating the
health plan for the patients.
How CRM helps in consumer buying
behaviour

 Marketing strategy plays an essential role in
maintaining the positive relationship with
customer.
 Proper research also ensures the positive
feedback on the part of customers.
 Several marketing strategies assist the
organisation in its customer relation
management.
Marketing strategy

 It is tactic that is used at the time of
developing marketing strategy.
 It is an agreement between the two and
more individuals.
 An effective CRM and strategic alliance
proves to be beneficial for the customers as
well as company.
What is strategic alliance

 It is true that the effective marketing
strategy can be ensured by developing the
effective CRM strategy.
 The objective of customer focused strategy
is to listen to the customers in effective
manner.
 It is also essential to include those products
that are demanded by customers.
Customer strategy

 It occurs when information's are available in
real time.
 It is the integration of data mart and data
warehouse.
Analytical CRM

 In recent time, customers are facing
problem due to availability of various
product alternatives.
 In order to solve this problem, customers
take the decision related to purchase
(Kingsnorth, 2019).
 These decisions are made through social or
commercial source.
Product Differentiation

 It is the responsibility of every service
representative to threat the customers in
right manner.
 Changes has taken place in recent time.
 Therefore, objectives of call centre has also
changed.
Contact centres/ call centres

 eCRM plays an essential role in the
organization to connect with customers in
effective manner.
 Companies have gained success by
embracing eCRM in effective manner.
Conclusion

 Acar, O. A., & Puntoni, S. (2016). Customer empowerment in the digital age. Journal of Advertising
Research, 56(1), 4-8.
 Girchenko, T., Ovsiannikova, Y., & Girchenko, L. (2017). CRM System as a Keystone of Successful
Business Activity. Knowledge-Economy Society: Management in the Face of Contemporary Challenges
and Dilemmas, 251-261.
 Phillips-Wren, G., & Hoskisson, A. (2015). An analytical journey towards big data. Journal of Decision
Systems, 24(1), 87-102.
 Dalla Pozza, I., Goetz, O., & Sahut, J. M. (2018). Implementation effects in the relationship between CRM
and its performance. Journal of Business Research, 89, 391-403.
 Hadi, W. E. (2015). The relationship between CRM strategies stage on competitive advantage: An
analytical perspective. International Journal of Business and Management, 10(8), 245.
 Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing. Kogan
Page Publishers.
 Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing strategy. Bulletin of
the Transilvania University of Brasov. Economic Sciences. Series V, 9(2), 61.
 Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, 92-103.
 Ramya, N., & Mohamed Ali, S. A. (2016). Factors affecting consumer buying behavior. International
journal of applied research, 2(10), 76-80.
 Desai, P., & Mistry, S. H. (2017). A Study Of Influence Of Demographic Factors On Consumer Impulse
Buying Behaviour. Sankalpa, 7(1), 35-42.
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References