Transcript Understanding e-Business Fundamental

Pertemuan 04
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Materi :
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Understanding e-CRM Concept and Application
Buku Wajib & Sumber Materi :
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Deitel, H.M., Deitel, P.J., Steinbuhler, K. (2001). Ebusiness and e-commerce for Managers. Bab 10
Turban, Efraim, David King, Jae Lee and Dennis
Viehland (2004). Electronic Commerce. A Managerial
Perspective, 2004. Prentice Hall. Bab 4
CRM and Its
Relationship with EC
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Extent of service
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Customer acquisition (prepurchase support)
Customer support during purchase
Customer fulfillment (purchase dispatch)
Customer continuance support (postpurchase)
CRM and Its
Relationship with EC
 Benefits of CRM
 Provides:
 choices of products and services
 fast problem resolution and response
 easy and quick access to information
 Limitations of CRM
 Requires integration with a company’s other
information systems which is costly
 Difficult to support mobile employees
CRM and Its
Relationship with EC
 Web-related metrics a company uses to
determine the appropriate level of customer
support:
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Response time
Site availability
Download time
Timeliness
Security and privacy
On-time order fulfillment
Return policy
Navigability
CRM Applications and Tools:
Delivering Customer Service in Cyberspace
 CRM applications improve upon traditional
customer service by means of easier
communications and speedier resolution of
customer problems
 Customer service adds value to products and
services
 It is an integral part of a successful business
CRM Applications and Tools
 Classifications of CRM applications
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Customer-facing applications
Customer-touching applications
Customer-centric intelligence applications
Online networking and other applications
CRM Applications and Tools
 Customer-facing applications
Customer interaction center (CIC): A comprehensive
service entity in which EC vendors address customer
service issues communicated through various contact
channels
 Intelligent agents in customer service and call centers
CRM
Applications
and Tools
CRM Applications and Tools
CRM Applications and Tools
 Autoresponders: Automated e-mail reply
systems (text files returned via e-mail), which
provide answers to commonly asked
questions
 Sales force automation (SFA): Software that
automates the tasks performed by sales
people in the field, such as data collection and
its transmission
CRM Applications and Tools
 Customer-touching applications
 Personalized Web Pages
 E-Commerce Applications
 Campaign Management
CRM Applications and Tools
 Web Self-Service
Activities conducted by users on the Web to provide
answers to their questions (e.g., tracking) or for product
configuration
 Self-tracking
 Self-configuration and customization
CRM Applications and Tools
 Customer-centric applications
 Data reports
 Data warehouse
A single, server-based data repository that allows
centralized analysis, security, and control over the data
CRM Applications and Tools
 Data analysis and mining
 Analytic applications automate the processing and
analysis of CRM data
can be used to analyze the performance, efficiency, and
effectiveness of an operation’s CRM applications
 Data mining melibatkan proses pemilahan sejumlah
besar data untuk menemukan pola-pola yang
sebelumnya tidak diketahui
CRM Applications and Tools
 Online networking and other applications
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Forums
Chat rooms
Usenet groups
E-mail newsletters
Discussion lists
CRM Applications and Tools
 Mobile CRM
the delivery of CRM applications to any user,
whenever and wherever needed
 Voice communication
people are more comfortable talking with a
person, even a virtual one, than they are
interacting with machines. The smile and the clear
pronunciation of the agent’s voice increases
shoppers’ confidence and trust
CRM
Applications
and Tools