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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