BTEC HND Internet Marketing: Smart Restorations E-CRM Case Study

This case study examines Smart Restorations Limited's implementation of electronic customer relationship marketing (E-CRM) strategies within their internet marketing efforts. E-CRM integrates CRM functions with online tools like the internet, extranet, and intranet to improve customer communication and organizational efficiency. The study highlights the importance of understanding customer behavior and forecasting needs through online activities, emphasizing the integration of strategy, technology, and people. It focuses on the interaction between companies and customers, aiming to enhance customer satisfaction, encourage repeat purchases, and boost market share and profitability. By analyzing and managing customer interactions, considering their needs and demands, and focusing on product configuration, customization, security, and trust, E-CRM facilitates targeted marketing and personalized experiences through multichannel interactions. The study concludes that E-CRM is crucial for building strong customer relationships, resolving issues, and gathering regular feedback.

Internet marketing
Electronic customer relationship marketing
Introduction
Electronic customer relationship is
comprising all CRM functions with
the use of net environment services
such as internet, extranet and
intranet. It will be more efficient
more organization to communicate
with customer in effective manner.
Electronic customer relationship
marketing (ECRM)
An electronic customer relationship
marketing focuses on the interaction
or communication between the
companies and their customers. This
helps in providing satisfaction to the
customers, leading to repetitive
purchase, and improving market
share and profitability.
Strategies included in ECRM
Electronic customer relationship marketing is
an integration of technology process and all
business activities around the customer group.
It helps the business in understanding
customer behaviour and forecasting customer
needs easier through online activities. This
includes three main factors i.e. strategy,
technology and people.
It can be used to analyse and manage
customer interactions by evaluating and
keeping in mind the customers’ needs and
demands, product configuration,
customization, security and trust. This helps in
the target marketing where customers get
information about the product, buying pattern,
profile etc. of customers.
It is a one to one marketing where customer
interaction is treated as opportunity to convert
interaction into experience and brand loyalty by
sharing a common belief. They provide a
personalized experience and also enable multi-
channel interaction like phone, web, email,
video, etc.
As the customers are becoming more
demanding and require more attention so firms
are shifting their focus on raising importance to
customer relation management.
Conclusion
It will helpful in making sturdy
relationship with customers. Along
with this; they can resolve their
problems while taking feedbacks on
regular basis.