E - MARKETING

Assoc. Prof. Dr. Aykan CANDEMİR

Electronic CRM (e-CRM)

8th May 2015

EGE UNIVERSITYFaculty of Economics and Administrative Sciences

Department of Business Administration

Burak EROL 15 – 10 – 125 Çağla EVSEN 15 – 10 – 161

Büşra AKMAN 15 – 10 – 171Metehan KUTLAY 15 – 10 – 299

Presentation Highlights

• Definition of e-CRM

• Differences between CRM and eCRM

• Benefits of eCRM

• The Five Engines of eCRM

• Basic View of Strategies

• Brand Awareness

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What is e-CRM?

• ECRM basically includes all ways of communicate by company with the customers via internet.

• Traditional CRM + Internet = eCRM

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Why e-CRM?

• Due to the introduction of new technology

• Due to Globalization

• Changing customer attitudes and expectations

• To gain competitive advantage

• To create new income sources

• To reduce costs

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Differences Between CRM & e-CRM

• Uses phone, fax and retail store for contacting customers.

• Requires the client to download different applications for viewing Web-Enabled applications.

• The design of CRM system is related to job products and functions.

• The maintenance of CRM is very expensive.

• Uses wireless, PDA technology, internet and email.

• Does not have such requirements.

• The design of eCRM system is related to customer needs.

• The maintenance of eCRM is less expensive and requires only less time.

CRM

E- CRM

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Benefits of e-CRM

1. Personalized Experience

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2. Multi Channel Interaction

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3. One to One Marketing

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4. Target Marketing

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The Five Engines of E-CRM

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The Five Engines of E-CRM

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• Remember information about individual customers - how often they shopped, their demographics, favorite products, purchasing behaviors and key life events.

1. Customer Centric Information StoreMüşteri Profiline Bağlı

Bilgi Mağazası

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2. Analysis & Segmentation EngineAnaliz ve

Gruplama Motoru• Analyze the information to determine inventory, pricing,

discounting, credit policy and offer presentment.

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3. Personalization EngineKişiselleştirme

Motoru• Personalize relationships with each customer by gathering

preferences and providing private shopping experiences.

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Amazon.com Personal Recommendations

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From Product Recommendation to Advertising

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Yemeksepeti.com Personal Discounting

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4. Broadcast EngineKomünikasyon

Kanalı• Reaching the customers through other communication devices.

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5. Transaction EngineAlışveriş

Mekanizması• Transact with every customer, providing them with useful

information and becoming a trusted source over time.

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Basic View of Strategies

• Prospecting- Find New Customers

• Cross-Selling - New Products, Same Customers

• Winback - Win Old Customers Back

• Loyalty - Create Customer Loyalty with Communication

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Check - inn

Beacon / NFC

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Misfit Wearables

Collecting Datas From Running App

Motivated Mail About Product

Collecting Datas From Own App (issues, activities, etc..)

Everything is OK?

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Brand Awareness

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Thank you for listening

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