(
课件网) Chapter 13 Future of CRM Introduction Learning Objectives Emerging Technologies & CRM SaaS Solutions Cloud Computing New Customer Access Technologies Recap Chapter 13: Future of CRM After going through this chapter, the students will be able to: Discuss various emerging technologies and their impact on CRM Discuss and understand the concepts of SaaS and cloud computing and their impact on CRM Analysing the effect of New Customer Access Technologies Learning Objectives The very purpose of CRM is to help a business to develop constructive truthful mutually rewarding Relationships. Today CRM is getting integrated with more and more business processes. The relationship management with the customer is possible only through management of relationship with all the stakeholders like employees, suppliers, vendors, investors, shareholders, intermediaries, distributors, retails, wholesales and society as a whole. CRM will be evolving towards Stake holder Relationship Management (SRM) in future. Introduction : Scope of CRM in Future The deployment of CRM in organizations is witnessing a major change primarily because of two reasons. Firstly, the customer focused being the core strategy of the organization, the scope of CRM has increased manifold. The CRM being used mainly for capturing and managing the sales has now become all-pervasive in the various functions of the organization. Secondly, the paradigm changes in core IT technologies has changed the way eCRM applications are deployed. The new IT trends like the concept of data centres, virtualisation, IT infrastructure as a service (IaaS), platform as a service (PaaS), software as a service (SaaS) and now the cloud computing has resulted into drastic reduction in time and efforts required in their implementation. Future Deployments Besides these, the pricing models of these solutions has made eCRM within the reach of even the small organizations, resulting into explosive implementation of eCRM across different types of businesses and industries. Future Deployments (Contd.) Future Challenge The ever-increasing penetration of customer access technologies. The voluminous capturing of subscriber data and increased access. Today, the companies are sitting on piles of personal information of customers, which is prone to be misused intentionally or unintentionally, if information security issues are not properly addressed. Availability of personal information does not give right to any organization to intrude into the privacy of the customers. This is a very subjective and sensitive issue to decide where to set the boundary between legal and ethical contact with the customers and unethical intrusion in his privacy. The Permission Marketing, in which the organizations seek the prior permission of the customers in some non-intrusive ways before sending any information like promotional material, product information, feedback etc. from the existing or p ... ...
