The E-CRM Architecture:
In order to acquire new and retain existing customers, organizations have to develop effective e-CRM architecture. The effectiveness of an organization's e-CRM architecture can be analyzed by answering the following questions.
- Does the present e-CRM architecture merely automate the organization's customer facing processes?
- Does the e-CRM architecture enable identification and targeting of most valuable customers?
- Does the architecture support real time customization and personalization based on customer demands?
- Does the architecture track customer interaction irrespective of the location?
- Is the e-CRM architecture consistent across all access locations?
The e-CRM architecture must focus on customers and their feedback about the organization's product/service rather than just marketing, sales and other internal business functions. Customer feedback should become an integral part of the e-CRM process.
E-CRM Components
A thorough understanding of e-CRM components and their functions is essential for successful CRM implementation. Following are few components which are essential while implementing CRM:
Cross-Selling and Up-Selling Software
The purpose of using up-selling andd cross-selling software is to identify prospective clients, track their details and forward them to the salespersons. The software may be used to schedule sales calls, to record sales transactions and track order progress. To create the software more effective, it may be integrated with inventory and customer service software. Cross-selling and up-selling efforts of an organization may be linked with the life cycle of customers. For example, banks and financial organization may link their financial products and services with customer's life cycle. They may offer retirement plans, annuity plans and so on to a client approaching retirement and offer education savings plan to loan applicants with young kids.
Direct marketing and fulfillment
Direct marketing adds advertising campaigns and other sales promotion methods that give product information and enable customers to make purchases. Automating this function is essential when there are multiple marketing programs that require to be handled across multiple channels. For instance, campaign management is a marketing process that uses automated systems to handle reaction, organize logistics and to convert tends into purchases.
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