ECRM electronic customer relationship management

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E-CRMelectronic customer relationship management

• Presented by
• Guobin Ma
• Zhen Wang
• Jason Kennedy
• Ryan Goodell

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What is E-CRM?

• The concepts of CRM
• eCRM is the software technology that integrates
  all your customer information and makes it
  available for each customer contact.

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Why e-CRM?

• Gather and combine customer information into a
  unified picture
• Response faster and accurately
• Build customer loyalty

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What is included in a successful
eCRM?

• 1. Knowledge Management
• Acquisition of information about the customer
• What actions to take as a result of this
  knowledge

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• 2. Database Consolidation
• Re-engineering the business process around the
  customer
• All interactions with customers recorded in one
  place

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• 3. Integration of Channels and Systems
• Respond to customers through their channel of
  choice
• E-mail, phone, chat line, etc.

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• 4. Technology and Infrastructure
• Organization and scalability of technology must
  be able to handle increased volume of customers

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• 5. Change Management
• More than a change in technology is required
• Change in attitude and philosophy is key
• Product centric focus vs. customer centric focus

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Changing role of CRM
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Current development of E-CRM

• Model e11 from SHTR Consulting Group (SCG)

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e11 Architecture
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e11 framework
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e11 workflow
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Self Help (1)

• A single, succinct answer
• A single answer with accompanying information
  displayed on a Web page
• A web search result
• Automatic or prompted escalation to higher
  support channel, such as chat, e-mail or query
  converted into email and routed to a
  representative

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Self help (2)
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One to One Chat and Messaging(1)

• Text Chat
• Push Pages
• Real Time Traffic Monitoring
• Pull
• Workflow Manager
• Answer Book
• Messaging
• Chat Transcripts
• Visitor profile Analysis
• Migrate

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One to One Chat and Messaging(2)
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Future Trend

• CRM as a Strategic Function
• Mobile CRM (mCRM)

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CRM as a Strategic Function

• Crucial element of e-business
• - planning and understanding goals
• Invite interaction from customers
• Merge vendor functions
• New technology

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Mobile CRM (mCRM)

• Wireless-enabled CRM
• - Improved productivity and efficiency
• - Faster response times
• - Faster sales

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Wireless Technologies

• Wireless Access Protocol (WAP)
• Smart cell phones
• Personal Digital Assistants (PDAs)
• Pagers

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eCRM and Sprint PCS

• Largest wireless network in the United States
• Services more than 4,000 cities and communities
  and over 3 million customers
• Fastest-growing wireless network in the country

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Why a need for eCRM implementation?

• Traditional CRM approach call centers
• Rapid growth of customer base
• Sharp increase in service inquiries
• Adding more customer service representatives
  would be costly
• To improve customers experience in doing
  business with Sprint
• Core differentiator in the industry/competitive
  advantage

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Goals of eCRM implementation through Kanas iCare

• Offer an efficient customer self-service where
  customers could learn about products, purchase
  service plans, phones and accessories, manage
  their account, request service and support all in
  one place
• Improve quality of service while reducing costs
• Reduce the number of calls to the service center

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Results

• Integration of telephone, e-mail and Web
  environments
• Allowed the company to bring together all the
  members of the customer service community
  marketing and sales, finance and accounting,
  distribution
• Customer access to every company function in one
  familiar place
• Customer interaction whenever they wish
• eCRM paid for itself in only 6 months

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Future eCRM implementation

• Expand link to partners and suppliers

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• Thank you all!