CRM for E-Customers:

Customers who interact with the company electronically are called e-customers. These e-customers can be categorized into business partners and consumers.

• Business partners are those who collaborate electronically with the company using web trading hubs. They normally use electronic documents based on electronic data interchange (EDI) or extensible markup language (XML).
• Consumers are those who make purchases from web stores via the Internet.

Historically, customers have faced problems with few companies due to the lack of personal interaction in their sales and marketing efforts. The traditional sales and marketing techniques should be modified to suit the requirements of e-customers. The e-CRM solution takes a holistic view of selling and providing services to the customers. It enables personal interaction with customers using electronic media like e-mails and pagers.

Targeting E-Customers

Companies have to make consistent efforts to target e-customers. Some of the strategies they can adopt are:

• Maintaining one or more web stores - These stores may be individual websites or links to a third party managed online mall.
• Online communities - Organizations can sponsor online communities where its brands, products, and services can be advertised.
• Online trading hubs - By participating in online trading hubs, organizations can become part of their product/service catalog.
• Encourage customers to share information - Organizations can encourage customers to share information by using incentive schemes and communicating via emails and newsletters.

Acquiring E-Customers

By developing web stores and participating in online trading hubs, organizations can acquire e-customers. Customers are likely to revisit the web store if:

• The stores enable e-commerce as well as have content and community features.
• It offers customized service to its customers (by using personalization software).
• It is supported by search engines. By using code, keywords, category, and other search criteria, the search engines provide links to the web store.
• It minimizes data entry and adopts the one click ordering system that makes it convenient for customers to shop with minimum surfing of web pages.
• It displays the products and services available along with the price and terms and conditions.
• It facilitates quick and efficient electronic payment system.
• It keeps online customers well informed about new offerings and utilize the opportunities to cross-sell and up-sell.

Retaining E-Customers

The main reasons for e-customers for not revisiting a site or leaving the site half way is the lack of adequate information on the website. To overcome these limitations, companies should adopt sophisticated customer interaction techniques. At the click of a mouse, the customer should be able to:

• Interact with the sales persons
• Make a request to fax product specification or design (from the website via automatic fax service)
• Access product reviews and other product related content
• Forward web pages to friends and colleagues
• Chat with sales and service representatives
• Search for product/service specific FAQ's
• Able to access the customer feedback database so as to allow him/her to post feedback

Customer interactions can also be enabled through WAP (wireless application protocol) and POP (point of purchase) devices. WAP enables checking price, stock levels and so on through mobile phones and other handheld devices. POPs are used to upload transaction details into the central databases. These transactions can take place at remote locations.

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