Ecommerce
Customer Relationship Management
Learning
desires and habits of customers will enable companies to accurately
forecast needs of the customer. Ecommerce Customer Relationship
Management enables companies to predict future purchases, manage
focused campaigns and deliver customized offers at the moment of
opportunity. By anticipating what customers are likely to purchase,
Cross- Selling and Up-Selling becomes the "new" opportunity.
Ecommerce Customer Relationship Management also offers the option
for advanced Internet-based support and maintenance, called
eService. Each authorized user of Ecommerce Customer Relationship
Management can post a question or request on-line, and then follow
that request throughout its lifecycle, view its status, or make new
inquiries. The timesaving as well as cost reduction opportunities
are enormous and well documented, and allow customers to
troubleshoot on demand.
Ecommerce
Customer Relationship Management stands for enterprise customer
relationship management, a concept that extends its precursor –
customer relationship management – across an entire enterprise
called Ecommerce Customer Relationship Management. Ecommerce
Customer Relationship Management means the responsible acquisition
and deployment of knowledge about customers to sell more of a
company's products and services more efficiently. Such a
groundbreaking process is accomplished through new capabilities such
as technology-assisted selling and marketing, customer service and
support, and sales-force automation, all backed by data warehousing,
data mining and analysis, and workflow automation tools. When one
department within an organization deploys one or more of these
solutions, it's called CRM. When CRM is integrated across
departments and throughout an enterprise, it's called Ecommerce
Customer Relationship Management.
As a concept,
Ecommerce Customer Relationship Management is attractive because it
advances the ability of qualified, integrated database marketing
agencies to boost its clients' bottom lines through technologically
advanced business solutions that yield personalized methods of
cross-selling and up-selling to existing customers. Translation:
relationship optimization.
The customer
equity value proposition of the 21st-century corporation will
consist of two interdependent components: brand equity and
relationship equity. Brand equity will continue to build image and
differentiate a company in the minds of consumers; relationship
equity will define the individual customer experience with a company
and will display the company's commitment to its customers.
Ecommerce Customer Relationship Management is the surest route to
optimizing a company's relationship equity, a metric that will
accrue more value as customers gain more influence over marketers in
the Internet economy.
While "E" in
Ecommerce Customer Relationship Management does not mean
"electronic," several technologies (customer information systems,
data warehousing, data mining, marketing management systems,
customer interaction centers, and sales force automation) are
necessary to automate the collection of marketing data as it streams
in through customer touch points, including permission email
marketing, inbound telemarketing, customer service inquiries, sales
force automation, direct mail, and Web site activity. Therefore,
Gráfica. E CRM Software Corp. uses leading-edge Ecommerce Customer
Relationship Management to dynamically update and analyze customer
activity. Gráfica's Ecommerce Customer Relationship Management
marketing department then uses the data to refine future marketing
campaigns that pick up where the last communication left off. Simply
put, it's delivering the right message, to the right person, at the
right time, via the right medium.
