Matakuliah
Tahun
Versi
: J0324/Sistem e-Bisnis
: 2005
: 02/02
Pertemuan 22
Understanding e-CRM
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Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• menunjukkan strategi penerapan e-CRM
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Outline Materi
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The Basics of e-CRM
E-CRM Apllication and Tools
Benefits and Limitation of e-CRM
Next-Generation of CRM Trends
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CRM Applications and Tools:
Delivering Customer Service in Cyberspace
• CRM applications improve upon traditional
customer service by means of easier
communications and speedier resolution of
customer problems
• Customer service adds value to products and
services
• It is an integral part of a successful business
4
CRM Applications and Tools
(cont.)
• Classifications of CRM applications
– Customer-facing applications
– Customer-touching applications
– Customer-centric intelligence applications
– Online networking and other applications
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CRM Applications and Tools
(cont.)
• Customer-facing applications
Customer interaction center (CIC): A
comprehensive service entity in which EC
vendors address customer service issues
communicated through various contact
channels
• Intelligent agents in customer service and
call centers
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CRM Applications and Tools
(cont.)
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CRM Applications and Tools
(cont.)
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CRM Applications and Tools
(cont.)
• Autoresponders: Automated e-mail reply
systems (text files returned via e-mail), which
provide answers to commonly asked questions
• Sales force automation (SFA): Software that
automates the tasks performed by sales people
in the field, such as data collection and its
transmission
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CRM Applications and Tools
(cont.)
• Customer-touching applications
– Personalized Web Pages
– E-Commerce Applications
– Campaign Management
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CRM Applications and Tools
(cont.)
– Web Self-Service
Activities conducted by users on the Web to
provide answers to their questions (e.g.,
tracking) or for product configuration
• Self-tracking
• Self-configuration and customization
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CRM Applications and Tools
(cont.)
• Customer-centric applications
– Data reports
– Data warehouse
A single, server-based data repository that
allows centralized analysis, security, and
control over the data
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CRM Applications and Tools
(cont.)
• Data analysis and mining
– Analytic applications automate the processing
and analysis of CRM data
can be used to analyze the performance,
efficiency, and effectiveness of an operation’s
CRM applications
– Data mining involves sifting through an
immense amount of data to discover
previously unknown patterns
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CRM Applications and Tools
(cont.)
• Online networking and other applications
– Forums
– Chat rooms
– Usenet groups
– E-mail newsletters
– Discussion lists
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CRM Applications and Tools
(cont.)
• Mobile CRM
the delivery of CRM applications to any user,
whenever and wherever needed
• Voice communication
people are more comfortable talking with a
person, even a virtual one, than they are
interacting with machines. The smile and the clear
pronunciation of the agent’s voice increases
shoppers’ confidence and trust
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CRM Applications and Tools
(cont.)
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CRM Applications and Tools
(cont.)
• Role of knowledge management and intelligent
agents in CRM
– Automating inquiry routing and answering
queries requires knowledge
– Generated from historical data and from human
expertise and stored in knowledge bases for use
whenever needed
– Intelligent agents support the mechanics of
inquiry routing, autoresponders, and so on
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•
Source
: Turban, Efraim, David King,
Jae Lee and Dennis Viehland.
Electronic Commerce. A Managerial
Perspective (2004). Prentice Hall. PPT
for Chapter : 4
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