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Project eCRM: Electronic Customer Relationship Management
Serving customers the eBusiness way
:: completed list main ::
Adopting eCRM is a business critical decision - if a company does not develop
synchronized, multi-channel customer interface capabilities, it may soon lose
customers to competitors who do. The age of "build a better mouse trap and the
customers will come" is over. The experience of buying the mousetrap can be as
important as the product itself. Here are key imperatives for organizations
seeking to build a true eCRM capability:
- Focus on .Profit not .com. A .com customer strategy focuses on customer acquisition. A .Profit strategy focuses on customer retention and profitability as well.
- Design the total customer experience, not just the interface. Devote specialized resources - ergonomic engineers, psychologists, focus groups and testers - to designing the total customer experience.
- Profile customers for profitable segmentation. Intensively segment the customer base to learn about your best customers, develop special programs that retain them, and reward them with the perks they deserve. Take action to bring unprofitable customers into the black.
- Embed business logic into your infrastructure. "Business logic" is the system of procedures and rules that underlie how the eCRM system - its technology and its people - operates with the customer.
- Opportunistically outsource. Get to market with eCRM capabilities faster and without huge capital commitments and "old style" systems development efforts. Implement "disposable infrastructure" - applications that can be added cheaply, and then "thrown away".
- Manage multi-channel performance. The performance of your company as experienced by customers must be consistent regardless of which channel they choose to work through. Measure performance rigorously, first to understand which channels need work, and second to provide continuous feedback across multiple channels.
- Be trustworthy with customer information. Improper use of information can alienate the customer. Trust is your single most important CRM-generated asset with customers.
- Staff and train for eBusiness. Train customer service representatives to become Web, eChat and eMail savvy, and provide incentives to work with customers in new ways.
- Learn from the experience of ERP. Integrated eCRM systems have a larger "application footprint" than does the average ERP. First formulate business outcomes, and then make technology and implementation strategy decisions accordingly.
This Re.sults® report explores the digital age tools and techniques
for coordinating customer interactions, integrating customer information, and
managing sustained customer relationships in both business-to-business and
business-to-consumer domains.
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