Regardless of the specific kind of e-CRM solutions being sought, some managers deliberately add an extra ‘P’ to their marketing mix to help keep sound e-CRM principles firmly in their sights. The extra P is for Profiling—of the customer
- Capturing the right customer information:
- Managing the quality of customer data:
- Integrating channels to build relationships:
- Understanding customer value:
- Designing a revenue and customer-focused CRM strategy:
- Integrating channels to build relationships:
- Deploying cross-departmental business processes
- Measuring incremental CRM results
When enterprises integrate their customer information, there are three eCRM strategy components:
- Operational: Because of sharing information, the processes in business should make customer’s need as first and seamlessly implement. This avoids multiple times to bother customers and redundant process.
- Analytical: Analysis helps company maintain a long-term relationship with customers.
- Collaborative: Due to improved communication technology, different departments in company implement (intraorganizational) or work with business partners (interorganizational) more efficiently by sharing information.
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