1. ECRM: Introduction Dr. Hong- Mei Chen
Department of Information Technology Management
College of Business Administration
University of Hawaii

2. Basic E-business Architecture & E-business Technology
2000, Hong-Mei Chen, College of Business Administration, University of Hawaii
Basic E-business Architecture & E-business Technology
Information Management
Back office
Systems
SCM
Supply Chain
Management
SFA
Sales Force
Automation
Finance
Accounting
Human
Resource
Mgmt
Storefront Systems
Web
Catalogue
Billing &
Payment
CRM:
Customer
Relationship
Management
Supplier
Customer
Databases
web
servers
payment
gateway
applica-
tion
applica-
tion
servers
Data
Warehouse
Data
Mining
Content/
Knowledge
Management
Internet;
Telecom
Telecom
ERP
EAI

3. eCRM Framework IT Business Trust Goals Loyalty Satisfaction Customers
Dr. Hong-Mei Chen, University of Hawaii, 2001
eCRM Framework IT
Business
Information flow & distribution
Integration: Marketing, Sales & Service functions & other operations: SCM
Process change & new product/services
Software agents
Multi-channel real-time interaction
Knowledge discovery
Content management
Self-service & anonymity
Dynamic Pricing
Personalization
Prediction of needs
Value to customers: convenience, community/portal, fast response, accessibility,
Customers
Strategies
Culture Change
Policy
Industry characteristics
Competency
Governance
Human agents
Trust
Performance
Demographics
Purchasing behavior
Pattern / profile
Perception
Attitudes
Motivation
Channel Preference
Interaction style
Transaction goals
Needs & wants
Communication Capabilities
Goals
Profitability
ROI
Market share
Growth
Branding
Social
Loyalty
Satisfaction

4. What is ECRM? Source:crmguru.com
A business strategy to select and manage customer relationships to optimize long-term value to an enterprise. CRM requires a customer centric business philosophy and culture to support effective marketing, sales and service processes across all direct and indirect customer interaction channels. CRM software applications can enable effective Customer Relationship Management provided that an enterprise has the right strategy, leadership and culture.
Customer Centric -

5. Why ECRM?
3 Trends:
The failure of ERP systems in integration of front office
The product cycle has accelerated
Efficient pricing information
Cheaper to retain customer than to acquire a new one
Customer service is a competitive advantage
3 Trends:
The failure of ERP systems (back office) to provide lasting competitive advantage for companies
The product cycle has accelerated- abundance of options for customers and shrinking market window for vendors.
Efficient pricing information – switch to another vendor at the click of mouse.

6. Why now? Volume of information collected
Reduced costs and higher levels of performance for database management platforms
Advances in contact management technology and supporting infrastructure
Internet provides a new way for an enterprise to interact with its customer
1. Volume of information collected by ERP, sales force automation and integrated point-of-sale systems
2.Reduced costs and higher levels of performance for database management platforms enable us to gain access to this customer information
3.Advances in contact management technology and supporting infrastructure allow us to take advantage of this information in increasingly cost-effective and innovative ways.
4.Internet provides a completely new way for an enterprise to interact with its customer-the electronic channel, or the e-channel

7. CRM vs. eCRM

8. Categories of CRM
Operational (transactional)
Collaborative
Analytical

10. Operational CRM Marketing, SFA, and Customer Service
Tracks customer activities
Does not provide why customer behave they way they do.
Single view of customer

11. Operational CRM Applications:
Marketing automation and management
Two major functions:
Campaign management, lead management
demographic analysis (analytic)
Sales force automation (SFA)
Contact management, account management
Customer service
Call Center, field service dispatch, knowledge repository.
Campaign management – marketing budget management, ad management and placement, targeting campaign and response management.
Demographic analysis – segmenting and targeting capabilities from data collected from website traffic monitoring.
SFA – lead distribution and tracking, pipeline management, contacts centralization and management, and group collaboration.
Customer service
Most changes due to internet
Call center with access to database connected to supply chain, financials, and ERP subsystem
Consolidated picture (single view) of the customer
Integrated contact center – , interactive chat, phone.

12. Collaborative CRM
Communication and interaction between customer, staff and business partners across the customer life-cycle.
Engage, transact, fulfill and service
Voice, (web)conferencing, , Fax/Letter, Direct Interaction.
Establishing cooperative partner networks (affiliates, portals)

13. Analytical CRM
capture, storage, extraction, processing, interpretation and reporting of customer data
provide feedback from info gather from operational CRM functions
analyze customer behaves, provide context and insight and answer why they act certain way.
Data warehouse, data mart, data mining.

14. Five Engine of eCRM

15. The Five Engines of eCRM

16. 360 Degree Customer Info

18. Personalization Engine
Personalization through technology
Low cost, scalable to serve large customer base
Customer Experience Personalization (CEP)
Rule-based, collaborative filtering, inference model
a unique experience for each customer
Creating subscription-based info & service
Breaking away from the Web  tailing
, voice mail, multi-channel, etc.

19. Broadcast Engine
Broadcast engine enable 24/7 customer interaction via all communication devices
Mutltimedia/multi-Channel (MMMC)
Open Architecture & scalability
Benefits:
integrated channel strategy
Increased switching costs
Speed to transaction

20. Transaction Engine
Promotes info exchange between every customer and the enterprise
Maintains customer contact and transmits info to info store for later use
Facilitates the value exchange and provides a single interface to any set of information sources
Avoid inundation
Permission Marketing

21. CRM processes and functions

22. Types of eCRM products

23. eCRM Software (MLE) Applix (iCRM suite) Oracle (eBusiness Suite)
Broadvision(*personalization)
Chordiant (unified CRM)
Clarify (eBusiness Solution)
eGain (*call center)
E.piphany (e.5 system)
Epicor (efrontOffice & Clientele)
Onyx
Oracle (eBusiness Suite)
PeopleSoft (PeopleSoft 8)
Pivotal (eRelationship 2000
RightNow (RightNow web)
SAP (mySAP)
Siebel (eBusiness 2000)

24. eCRM Software (SME)
Interact Commerce Corp. (ACT!2000): contact manager
Front Range Solutions (Goldmine 5.5): SFA
SuperOffice CRM 5: simple & user friendly
SalesLogix (Interact Commerce Corporation): mid-market leader
Update.com software AG (marketing manger): European CRM leader
Upshot and Salesforce.com: CRM software for rent; ASP

25. Marketing Automation Products
PrimeResponse:
segmentation and integration across traditional, e-commerce and wireless channels.
Protagona Worldwide
Support , direct mail, web-based dialogues, and planning MMMC.
Teradata: NCR’s CRM: analyzing and predicting customer behavior. 6 family: Analysis, modeling, coummunication, personalization, optimization, and Interaction
Unica (Affinium Suite)
Xchange: partner with SAS and MicroStrategy

26. CRM Business Strategy

27. CSF for eCRM initiative
Accurately assess eCRM needs
Understand customer requirements
Don’t view eCRM as a technology initiative
Quantify expected returns from eCRM
Make eCRM an enterprise-wide initiative
Ensure integration across all distribution channels
Employees will make or break eCRM efforts
Be willing to change business processes
Recognize eCRM is a change effort

28. Enhancers and Enablers
Culture issue: embrace a new culture
Speed issue: implement change in maximum speed
Communication issue: real-time with customer
Prioritization issue: enterprise service standard
Motivation issue: common goals
Resource issue
Project overload issue: many eCRM subprojects
People issue
CEO issue: commitment & leadership

29. Where is CRM going?