Oleh: Martinus Fieser Sitinjak, SE, MM (Faculty Member of International Marketing)
E-CRM implementation is so difficult because a company is difficult to assess the benefits directly. In addition to feeling uncomfortable with the new system takes time for all employees to adjust to, the lack of commitment from top management is the cause of failure. On the other hand, the integration of e-CRM in the enterprise has become a liability. Some important factors which lead to e-CRM to the needs of each company.
First, the existence of the changes that occur within the community, especially individuals. Ranging from cultural change, preferences, perchieved value, satisfaction, needs and levels of loyalty (4). In addition, the livelihood of many people globally, who now are more individualistic.
Second, the standard and level of customer desires and demands are increasingly high. People have assumed that good quality products and excellent service quality is a must. Human nature is not satisfied with a sense of things and always want something new and innovative. Society also, has a more open and loyalty levels tend to decline.
Third is Virtual World. The rapid developments in the world of technology and information led to the formation of a place where the community and various types of social interaction met.
One form of change that occurs is that social media is an internet application that can connect different individual in the world to interact each other. Not only that, Virtual world is also a meeting place for buyers and sellers to transact.
Dreams of any company is to have an integrated system where all parts are connected to each other and can be managed in accordance with Company requirement. One format that is under development is to integrate ERP into the CRM. The format of this system even allows customers to get more information about the status of the product that is being sought by customers such as comments from other customers regarding the products, the level of product demand in the market, product available, location the product offered, product promotion program, available Channel and many more which can be developed. Therefore, e-CRM has become a system that is fundamental to any company that wants to develop in this increasingly fierce competition.
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