Crm web

Abount Crm web
AVG CPC:$15.32

As the internet is becoming more and more important in business life, many companies consider it as an opportunity to reduce customer-service costs, tighten customer relationships and most important, further personalize marketing messages and enable mass customization.[6] Together with the creation of Sales Force Automation (SFA), where electronic methods where used to gather data and analyze customer information, the trend of the upcoming Internet can be seen as the foundation of what we know as eCrm today. We can define eCrm as activities to manage customer relationships by using the Internet, web browsers or other electronic touch points. The challenge hereby is to offer communication and information on the right topic, in the right amount, and at the right time that fits the customer’s specific needs.[7]

Channels through which companies can communicate with its customers, are growing by the day, and as a result, getting their time and attention has turned into a major challenge.[8] One of the reasons eCrm is so popular nowadays is that digital channels can create unique and positive experiences – not just transactions – for customers.[9] An extreme, but ever growing in popularism, example of the creation of experiences in order to establish customer service is the use of Virtual Worlds, such as Second Life. Through this so-called vCrm, companies are able to create synergies between virtual and physical channels and reaching a very wide consumer base. However, given the newness of the technology, most companies are still struggling to identify effective entries in Virtual Worlds.[10] Its highly interactive character, which allows companies to respond directly to any customer’s requests or problems, is another feature of eCrm that helps companies establish and sustain long-term customer relationships.[11]

Furthermore, Information Technology has helped companies to even further differentiate between customers and address a personal message or service. Some examples of tools used in eCrm:

Personalized Web Pages where customers are recognized and their preferences are shows.
Customized products or services (Dell).
Crm programs should be directed towards customer value that competitors cannot match.[12] However, in a world where almost every company is connected to the Internet, eCrm has become a requirement for survival, not just a competitive advantage.[13]



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