1 Pertemuan 21 Understanding e-CRM Matakuliah: J0324/Sistem e-Bisnis Tahun: 2005 Versi: 02/02

2 Learning Outcomes Pada akhir pertemuan ini, diharapkan mahasiswa akan mampu : menunjukkan strategi penerapan e-CRM

3 Outline Materi The Basics of e-CRM E-CRM Apllication and Tools Benefits and Limitation of e-CRM Next-Generation of CRM Trends

4 CRM and Its Relationship with EC Customer relationship management (CRM): A customer service approach that focuses on building long-term and sustainable customer relationships that add value both for the customer and the company

5 CRM and Its Relationship with EC (cont.) Classification of CRM programs –Loyalty program –Prospecting –Save or win back –Cross-sell/up-sell eCRM: Customer relationship management conducted electronically

6 CRM and Its Relationship with EC (cont.) Scope of CRM 1.Foundation of service 2.Customer-centered services 3.Value-added services

7 CRM and Its Relationship with EC (cont.) Extent of service 1.Customer acquisition (prepurchase support) 2.Customer support during purchase 3.Customer fulfillment (purchase dispatch) 4.Customer continuance support (postpurchase)

8 CRM and Its Relationship with EC (cont.) 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

9 CRM and Its Relationship with EC (cont.) CRM implementation issues –Steps in building EC strategy focused on customer: 1.focus on the end customer 2.systems and business processes that are designed for ease of use and from the end customer’s point of view 3.efforts to foster customer loyalty

10 CRM and Its Relationship with EC (cont.) Five factors required to implement a CRM program effectively: 1.Customer-centric strategy 2.Commitments from people 3.Improved or redesigned processes 4.Software technology 5.Infrastructure

11 CRM and Its Relationship with EC (cont.) Justifying customer service and CRM programs Metrics: Standards of performance; may be quantitative or qualitative

12 CRM and Its Relationship with EC (cont.) 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

13 Source : Turban, Efraim, David King, Jae Lee and Dennis Viehland. Electronic Commerce. A Managerial Perspective (2004). Prentice Hall. PPT for Chapter : 4