1. Pertemuan 04 Materi : Buku Wajib & Sumber Materi :
Understanding e-CRM Concept and Application
Buku Wajib & Sumber Materi :
Deitel, H.M., Deitel, P.J., Steinbuhler, K. (2001). E-business and e-commerce for Managers. Bab 10
Turban, Efraim, David King, Jae Lee and Dennis Viehland (2004). Electronic Commerce. A Managerial Perspective, Prentice Hall. Bab 4

2. CRM and Its Relationship with EC
Extent of service
Customer acquisition (prepurchase support)
Customer support during purchase
Customer fulfillment (purchase dispatch)
Customer continuance support (postpurchase)

3. CRM and Its Relationship with EC
Benefits of CRM
Provides:
choices of products and services
fast problem resolution and response
easy and quick access to information
Limitations of CRM
Requires integration with a company’s other information systems which is costly
Difficult to support mobile employees

4. CRM and Its Relationship with EC
Web-related metrics a company uses to determine the appropriate level of customer support:
Response time
Site availability
Download time
Timeliness
Security and privacy
On-time order fulfillment
Return policy
Navigability

5. CRM Applications and Tools: Delivering Customer Service in Cyberspace
CRM applications improve upon traditional customer service by means of easier communications and speedier resolution of customer problems
Customer service adds value to products and services
It is an integral part of a successful business

6. CRM Applications and Tools
Classifications of CRM applications
Customer-facing applications
Customer-touching applications
Customer-centric intelligence applications
Online networking and other applications

7. CRM Applications and Tools
Customer-facing applications
Customer interaction center (CIC): A comprehensive service entity in which EC vendors address customer service issues communicated through various contact channels
Intelligent agents in customer service and call centers

8. CRM Applications and Tools

9. CRM Applications and Tools

10. CRM Applications and Tools
Autoresponders: Automated reply systems (text files returned via ), which provide answers to commonly asked questions
Sales force automation (SFA): Software that automates the tasks performed by sales people in the field, such as data collection and its transmission

11. CRM Applications and Tools
Customer-touching applications
Personalized Web Pages
E-Commerce Applications
Campaign Management

12. CRM Applications and Tools
Web Self-Service
Activities conducted by users on the Web to provide answers to their questions (e.g., tracking) or for product configuration
Self-tracking
Self-configuration and customization

13. CRM Applications and Tools
Customer-centric applications
Data reports
Data warehouse
A single, server-based data repository that allows centralized analysis, security, and control over the data

14. CRM Applications and Tools
Data analysis and mining
Analytic applications automate the processing and analysis of CRM data
can be used to analyze the performance, efficiency, and effectiveness of an operation’s CRM applications
Data mining melibatkan proses pemilahan sejumlah besar data untuk menemukan pola-pola yang sebelumnya tidak diketahui

15. CRM Applications and Tools
Online networking and other applications
Forums
Chat rooms
Usenet groups
newsletters
Discussion lists

16. CRM Applications and Tools
Mobile CRM
the delivery of CRM applications to any user, whenever and wherever needed
Voice communication
people are more comfortable talking with a person, even a virtual one, than they are interacting with machines. The smile and the clear pronunciation of the agent’s voice increases shoppers’ confidence and trust

17. CRM Applications and Tools