Matakuliah
Tahun
Versi
: J0324/Sistem e-Bisnis
: 2005
: 02/02
Pertemuan 21
Understanding e-CRM
1
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• menunjukkan strategi penerapan e-CRM
2
Outline Materi
•
•
•
•
The Basics of e-CRM
E-CRM Apllication and Tools
Benefits and Limitation of e-CRM
Next-Generation of CRM Trends
3
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
4
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
5
CRM and Its
Relationship with EC
•
(cont.)
Scope of CRM
1. Foundation of service
2. Customer-centered services
3. Value-added services
6
CRM and Its
Relationship with EC
•
(cont.)
Extent of service
1.
2.
3.
4.
Customer acquisition (prepurchase support)
Customer support during purchase
Customer fulfillment (purchase dispatch)
Customer continuance support
(postpurchase)
7
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
8
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
9
CRM and Its
Relationship with EC
•
(cont.)
Five factors required to implement a
CRM program effectively:
1.
2.
3.
4.
5.
Customer-centric strategy
Commitments from people
Improved or redesigned processes
Software technology
Infrastructure
10
CRM and Its
Relationship with EC
(cont.)
• Justifying customer service and CRM
programs
• Metrics: Standards of performance; may
be quantitative or qualitative
11
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
12
•
Source
: Turban, Efraim, David King,
Jae Lee and Dennis Viehland.
Electronic Commerce. A Managerial
Perspective (2004). Prentice Hall. PPT
for Chapter : 4
13