Oleh: Martinus Fieser Sitinjak, SE, MM (Faculty Member of International Marketing)
WHAT IS e-CRM?
e-CRM is an integrated system aimed to improving the income of the business and to maintaining relationships with customers by managing all sources of data and information to get a comprehensive format, broader picture and more rich criteria about the customer, segment, target prospects and the market itself. The system is also capable effectively and efficiently to assist Management to manage, monitor and evaluate all the company’s processes and interactions with customers from various channels to create a mutually beneficial lifetime value.
The basic purpose in the early development of CRM is to help front-end to retain existing customers by keeping in touch and continue to communicate regularly. However, along with the development of infrastructure and information technology allows this trending topic in the era of the 1970s, continues to undergo major changes to a system that connects the front-end to back-end in real-time. E-CRM system enables an integrated analysis of a variety of formats which can help to manage customers, prospects, and potential market segments. At the same time, management can monitor the process of back-end, financial analysis, market share information, evaluate the performance of marketing programs and inventory information. This will greatly assist the company in preparing, executing, monitor and evaluate a comprehensive marketing program and evaluate media messages and communications more effective and efficient.
CRM system now known as e-CRM is a form of information technology-based system by using internet facilities. The use of internet facilities is a form of response to behavioral and social changes in society and an increasingly dependency in internet facilities.
E-CRM framework consists of a wide range of applications that help companies monitor, analyze, evaluate and control of marketing activities and customers simultaneously. Some applications of e-CRM system is as follows:
Power of e-CRM does not stop there. The system is developed along with the software capabilities such as mobile phones and tablets. With mobile devices that can access the internet, e-CRM system allows any marketer or salesman to up-date customer data in mobile. This allows any information about the customer is always up-to-date and on-the-spot. Not only that, customers will get the information up-to-date at anytime, whenever and wherever they are, about the products or services offered, and even new product information to be offered to the market.
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