E - MARKETING Assoc. Prof. Dr. Aykan CANDEMİR Electronic CRM (e-CRM) 8th May 2015 EGE UNIVERSITY Faculty of Economics and Administrative Sciences Department of Business Administration Burak EROL 15 – 10 – 125 Çağla EVSEN 15 – 10 – 161 Büşra AKMAN 15 – 10 – 171 Metehan 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 2

What is e-CRM? ECRM basically includes all ways of communicate by company with the customers via internet. Traditional CRM + Internet = eCRM 3

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 4

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 . 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 5

6 Benefits of e-CRM Personalized Experience Multi Channel Interaction One to One Marketing Target Marketing

1. Personalized Experience 7

2. Multi Channel Interaction 8

3. One to One Marketing 9

4. Target Marketing 10

The Five Engines of E-CRM Customer Centric Information StoreAnalysis & Segmentation EnginePersonalization EngineBroadcast EngineTransaction Engine 11

The Five Engines of E-CRM 12

Remember information about individual customers - how often they shopped, their demographics, favorite products, purchasing behaviors and key life events. 1. Customer Centric Information Store Müşteri Profiline Bağlı Bilgi Mağazası 13

2. Analysis & Segmentation Engine Analiz ve Gruplama Motoru Analyze the information to determine inventory, pricing, discounting, credit policy and offer presentment. 14

3. Personalization Engine Kişiselleştirme Motoru Personalize relationships with each customer by gathering preferences and providing private shopping experiences. 15

Amazon.com Personal Recommendations 16

From Product Recommendation to Advertising 17

Yemeksepeti.com Personal Discounting 18

4. Broadcast Engine Komünikasyon Kanalı Reaching the customers through other communication devices. 19

5. Transaction Engine Alışveriş Mekanizması Transact with every customer, providing them with useful information and becoming a trusted source over time. 20

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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 22

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Check - inn Beacon / NFC 24

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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 ? 26

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Brand Awareness 29

Thank you for listening 30