| eCRM
or Electronic Customer Relationship
Management, is the latest version
of CRM. It's a technology that
links the back office to the
front office. It encompasses
sales, marketing, customer service
and support all hooked seamlessly
to the web site. The promise
of CRM, is that it builds customer
loyalty and increases sales.
Consider this:
Example I:
A customer logs onto the Web
site at 0300 hours on Saturday
to buy an item or service, but
has a problem. Your company
Web site is linked to 'Epicenter
Technologies' Customer Contact
Center. The CSR can then talk
to the customer while that person
is on-line, iron out his difficulty,
view the customer's purchase
history and devise a sales pitch
for a new service or promotion
on the spot. The interaction
may yield valuable information
about buying habits, which is
stored and analyzed and helps
you design your future products,
services or marketing strategies.
You now have not only a satisfied
customer but have also made
an additional sale - and gained
valuable insights in the process.
Example II:
Your sales representative has
an important on-site meeting
with a customer in Tokyo. In
the hotel using his laptop or
handheld computer he logs on
to your company's Web site and
has the power to access the
customer's purchase history
in real-time. All the data he
needs to prepare for the meeting
tomorrow is at his fingertips.
It helps him learn more about
his customers needs, to provide
better service, fine tune his
sales pitch and sell more goods.
But above all, form a tighter
bond with the customer.
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