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课件网) Chapter 9 eCRM Introduction Learning Objectives What is eCRM Benefits of eCRM Data handling in eCRM Specifications of eCRM Solution Recap Chapter 9: eCRM After going through this chapter, the students will be able to: Understand eCRM Explain the benefits of eCRM Have a detailed overview of the specifications expected in an ideal eCRM solution Have insight into some eCRM applications available in Market Learning Objectives Earlier product innovation and price leadership was Strategic Advantage in the Market Customer Relations is now seen as Strategic Advantage Focus on successful implementation of CRM concepts Practical Implementation of CRM Concepts require eCRM system Introduction What is eCRM Levels of eCRM Strategic tool for Relationship Building Operational Decision Making Tool Tactical Decision Making Tool Strategic Decision Making Tool One face of Customer information Integrated Interface for customer Integration of touch points Benefits of eCRM Data Handling in eCRM OLTP transactions require current exact online information from the database. These transactions use very small IT resources, but the total number of such transactions will be very large. The processing time is very critical parameter in such applications. OLTP data is most critical for running the business processes. This is the reason that maximum efforts are made to ensure availability and security of the same, hence backups are taken very religiously. On Line Transaction Processing (OLTP) Use of the historic data created by operational applications to create analytical reports requires OLAP. The number of transactions in such application would be small. But each transaction will be complex. OLAP data is generally used by senior management for strategic business decisions. There are technical ways of extracting summary of data from operational data and then store the same for OLAP applications. The depository of such summary data is called data warehouse. On Line Analytic Processing (OLAP) Some of the major CRM providers are SAP, Oracle, Microsoft, NetSuite and IBM. Everyone claims to be number one. But if examined closely, they may be number one in one particular aspect. The selection of appropriate CRM depends on size of the enterprise, CRM requirements, existing IT systems and internal IT capabilities of the organization. eCRM Systems/Applications in Market SAP CRM Customer Interface Channels in SAP CRM Oracle CRM on Demand CRM Sales Requirements CRM Marketing Requirements Provisioning Requirements CRM – Service Support CRM – Product & Pricing Management CRM Account Management CRM – Order Entry Channel & Incentive Management Customer Self Service Customer Self Service Reporting Requirements Data Warehouse Specifications of eCRM Solution eCRM is the practical implementation of the IT System in organization, which provide a platform because of which philosophy and concept of CRM can survive. It facilitates ... ...
