Summary of eCRM

7/31/2019 Summary of eCRM

1/29

e-CRM - Summary

1 Introduction

2 Tracking and Analyzing Data2.1 Log-File Analysis2.2 Data Mining2.3 Customer Registration

2.4 Cookies3 Personalization

3.1 Intelligent Agents3.2 Personalization vs. Privacy

4 Contact Centers4.1 Frequently Asked Questions (FAQs)

4.2 e-Mail4.3 Online Text Chatting4.4 Speech Synthesis and Recognition; Natural Language Processing4.5 Voice Communications4.6 Sales-Force Automation

5 Business-to-Business e-CRM6 Complete e-CRM Solutions


2/29

1 Introduction

Customer relationship management (CRM) Focuses on providing and maintaining quality service for

customers, by effectively communicating and delivering

products, services, information and solutions to address

customer problems, wants and needs

Can include:

Call handling (the maintenance of outbound and inbound calls

from customers and service representatives)

Sales tracking (the tracking and recording of all sales made)

Transaction support(the technology and personnel used forconducting business transactions)


3/29

1 Introduction

eCRM is the application of CRM to an e-businessstrategy Includes the personalization and customization of customers

experiences and interactions with the e-business

Relationship between merchant and customers isdistant

Less expensive to keep customers than to acquirenew ones

Repeat customers have higher lifetime value thanone-time buyers A customers lifetime value is the expected amount of profit

derived from a customer over a designated length of time

Evaluate the potential to profit from a customer


4/29

2 Tracking and Analyzing Data

Employ tracking devices Personalize each visitors experience

Find trends in customer use

Measure the effectiveness of a Web site over time

ID cards An ID card enables information to be sent to your computer

from a Web site such as the numerical address of your PC on

the Internet, your browser and your operating system

Click-through banner advertisements

Click-through advertisements enable visitors to view a service

or product by clicking the advertisement

Advertisers can learn what sites generate sales


5/29

2 Tracking and Analyzing Data

Web Bugs, or clear GIFs

A type of image file embedded in an image on the screen

Site owners allow companies, especially advertising

companies, to hide these information-collecting programs on

various parts of their sites

Every time a user requests a page with a Web bug on it, theWeb bug sends a request to the Web bugs companys server,

which then tracks where the user goes on the Web.

Log-file analysis

Data mining

Customer registration

Cookies


6/29

10.2.1 Log-File Analysis

When visiting a site, you are submitting a requestfor information from the sites server and the

request is recorded in a log file

Log files consist of data generated by site visits, including

each visitors location, IP address, time of visit, frequency ofvisits and other information

Log-file analysis organizes and summarizes the information

contained in the log files

Can be used to determine the number of unique visitors

Can show the Web-site traffic effects of changing a Web site

or advertising campaign


7/29

2.1 WebTrends Feature

WebTrends provides solutions for tracking visitors User specifies source of log files, types of reports and

location where data is stored

The analysis is conducted automatically

Collected information can be used to evaluate e-commercemethods, customer service and Web-site design

Graphical interpretation of the log files can be presented

Can view demographic and geographic data, technical

analysis of a Web sites effectiveness and top-referringsitessites that most frequently refer visitors to your site
http://www.webtrends.com/http://www.webtrends.com/


8/29

2.2 Data Mining

Data mining Uses algorithms and statistical tools to find patterns in datagathered from customer visits

Costly and time consuming to go through large amounts ofdata manually

Use data-mining to analyze trends within their companies orin the marketplace

Uncovered patterns can improve CRM and marketingcampaigns

Discover a need for new or improved services or products by

studying the patterns of customers purchases Data mining software

HNC SoftwareData DistilleriesApplied MetrixData Instinctsand SmartDrill
http://www.hncmarksman.com/http://www.datadistilleries.com/http://www.appliedmetrix.com/http://www.datainstincts.com/http://www.smartdrill.com/http://www.smartdrill.com/http://www.datainstincts.com/http://www.appliedmetrix.com/http://www.datadistilleries.com/http://www.hncmarksman.com/


9/29

2.3 Customer Registration

Customer registration Requiring visitors to fill out a form with personal

information that is then used to create a profile

Recommended when it will provide a benefit to the customer

When customers log on using usernames and passwords,their actions can be tracked and stored in a database

Require only minimum information

Give customers an incentive to register

Free-trial run or a free demonstration to familiarize the user

After customer registration, send an e-mail

including customer usernames and welcoming

them to your Web site


10/29

2.4 Cookies

Cookie A text file stored by a Web site on an individuals personal

computer that allows a site to track the actions of a

Information collected is intended to be an anonymous

account of log-on times, the length of stay at the site,

purchases made on the site, the site previously visited and

the site visited next

Does not interact with other information stored on the

system

Can only be read by the host that sets them on a personscomputer


11/29

2.4 Cookies

Benefits Record passwords for returning visitors

Keep track of shopping-cart materials

Register preferences

Assist companies in address target markets with greateraccuracy

Negatives

Customer privacy

Can be misleading to site that places cookie on a computer Different people may use the same computer to surf the Web,

and the cookie will not be able to differentiate the users


12/29

3 Personalization

Personalization Uses information from tracking, mining and data analysis to

customize a persons interactions with a companys

products, services, Web site and employees

Allaire, Blaze Software, NetGenesis and Personify

Establish relationships that improve each time

visitors return to site

Customers may enjoy individual attention and

become more loyal
http://www.allaire.com/http://www.blazesoft.com/http://www.netgen.com/http://www.personify.com/http://www.personify.com/http://www.netgen.com/http://www.blazesoft.com/http://www.allaire.com/


13/29

3 Personalization

Collaborative filtering Compares ratings of a present users interests and decisions

with those of past users to offer content relative to the

present users interests

Rules-based personalization The delivery of personalized content based on the subjection

of a users profile to set rules or assumptions


14/29

3.1 Intelligent Agents

Intelligent agent A program that can be used on the Web to assist a user in the

completion of a specified task, including searching for

information and automating tasks

Can be used as personalization mechanisms byproviding content related to the users interests

Can observe Web-surfing habits and purchasing

behavior to recommend new products to buy or

sites to visit

Can help e-businesses offer a level of customer

service similar to person-to-person interaction


15/29

3.2 Personalization vs. Privacy

Some people feel personalization representsinvasion of privacy and others may not be aware

that data is being collected and personalization is

occurring at a site

Marketers must be discrete about the way they usepersonal information gained from data research

Personalization Consortium

An alliance of major Web sites attempting to accommodate

those individuals who prefer to have their Web experiences

tailored

Released a study suggesting that most users actually prefer

to have their information stored and actions tracked
http://www.personalization.org/http://www.personalization.org/


16/29

10.4 Contact Centers

Traditional call centers house customer-servicerepresentatives who can be reached by an 800

number

Call center, e-contact centeror multimedia

contact center Purpose is the sameto provide a personal customer service

experience that is individualized to each customers needs

and questions

Allow customers with Internet access to contact customerservice representatives through e-mail, online text chatting

or real-time voice communications

Integration of all customer service functions


17/29

4 Contact Centers

Change the culture of customer servicerepresentatives

More technically knowledgeable to handle all forms of

contact

Provide a highly personalized experience that satisfiescustomers

New forms of contact can decrease costs

Outsource contact center services

May be appropriate if a company cannot afford to implementa contact center due to the costs of equipment, office space,

service representatives and technical support.

Stream International, Inc.Sitel Corporation and TeleTech
http://www.stream.com/stream.nsfhttp://www.sitel.com/http://www.teletech.com/http://www.teletech.com/http://www.sitel.com/http://www.stream.com/stream.nsf


18/29

4.1 FAQs

A Frequently Asked Questions (FAQ) section onthe site Will help customers find answers to some of their questions

Frees up time for CSRs to handle questions that can not beanswered without human interaction

Self-service FAQ software and Web FAQsoftware

Place phone numbers and e-mail addresses nearbyFAQ

Include a search engine on your site Allowing users to type in a word or phrase to find

information on your site relevant to their particular question


19/29

4.2 e-Mail

E-mail can provide a less expensive customerservice solution Customers can use e-mail to ask questions or comment on

your companys services or products

Only appropriate if you have resources to handledemands

Customers may be not be willing to wait long foran e-mail reply

Ideally, a response to a customers e-mail inquiryshould be completed within forty-eight hours

Brightware RightNow Technologies , Servicesoftand Delano
http://www.brightware.com/http://www.rightnowtech.com/http://www.servicesoft.com/http://www.delanotech.com/http://www.delanotech.com/http://www.servicesoft.com/http://www.rightnowtech.com/http://www.brightware.com/


20/29


21/29

4.3 Online Text Chatting

Instantaneous If representatives are busy with many chat sessions,

customer may experience delay in responses

Can lose the dynamics of human communication

the meaning of a message may be misinterpreted FaceTime Communications, CLICKiCHAT and

LivePersonSM
http://www.facetime.com/http://www.clickichat.com/http://www.liveperson.com/http://www.liveperson.com/http://www.clickichat.com/http://www.facetime.com/


22/29

4.4 Speech Synthesis and Recognition;

Natural Language Processing Speech synthesis

The process of having a computer convert text to voice

Mechanical-sounding voices have some human intonationsand costs of these services are relatively low

Speech recognition When a computer listens to speech and is able to convert

what is being said into text

Different pronunciations, accents, intonations and languagescan create difficulties

Natural language processing Attempts to understand text and respond with a proper

answer

Ask Jeeves, Eliza, Artificial Life
http://www.askjeeves.com/http://www.ai-ijs.si/eliza/eliza.htmlhttp://www.artificiallife.com/http://www.artificiallife.com/http://www.ai-ijs.si/eliza/eliza.htmlhttp://www.askjeeves.com/


23/29

4.4 Speech Synthesis and Recognition;Natural Language Processing

Continuous speech recognition (CSR)

When a natural language comment or question is posed to a

computer over a phone or directly from a person, the audio

must first be converted to text through CSR Allows a person to speak fluently and quickly to a computer

without losing the accuracy of the translation into text

Will impact the future of CRM applications

Will provide more accurate automated answers tocustomers inquiries, cutting customer service

costs as the technology advances


24/29

4.4 Microsoft Agent Feature

Technology for adding interactive animatedcharacters in a Windows application or World

Wide Web page

Four characters: Peedy the Parrot, Genie, Merlin, Robby the

Robot Allow users to interact with the application using natural

human-communication techniques

Accepts both mouse and keyboard interactions, speaks and

also supports speech recognition

If a compatible text-to-speech engine is installed

Create your own characters withMicrosoft Agent Character

Editorand theMicrosoft Linguistic Sound Editing tool

Both free for download from the Microsoft Agent Web site
http://msdn.microsoft.com/workshop/imedia/agenthttp://msdn.microsoft.com/workshop/imedia/agent


25/29

4.5 Voice Communications

Internet provides another channel for human-to-human voice communication

Voice over Internet Protocol (VoIP)

VoIP products and applications allow people to

communicate with speech over the Internet

Internet telephony allows people to make phone

calls over the Internet

Quality of transmission yet to match regular telephone

Many companies are using PC-to-phone communication

because it is of higher quality than PC-to-PC

A person speaks from a computer to another person who

responds through another computer


26/29

4.5 Voice Communications

PC-to-phone (computer-to-phone) voicecommunication

Allows a visitor to a Web site to continue browsing while

talking to a customer-service representative over the Internet

Allows dial-up Internet users who have only one phone line

to chat with a CSR without having to disconnect from the

Internet

HearMe,RealCall, Web Call Backand ITXC

Wizard

Software program that walks you through the steps needed

to complete a task on your computer
http://www.hearme.com/http://www.realcall.com/http://www.webcallback.com/http://www.itxc.com/webtalknowhttp://www.itxc.com/webtalknowhttp://www.webcallback.com/http://www.realcall.com/http://www.hearme.com/


27/29

4.6 Sales-Force Automation

Sales-force automation Assists companies in the sales process, including

maintaining and discovering leads, managing contacts andother sales-force activities

Can lighten the administrative load on the sales force

Important information about products and customers can beaccessed in real time, allowing salespeople to keep currenton company and client information

Customers may want human contact at some pointthroughout the purchasing process, especially withhigher-priced items

Salesforce.com, Sales.comSales Logixand Clarify
http://www.salesforce.com/http://www.sales.com/http://www.saleslogix.com/http://www.clarify.com/http://www.clarify.com/http://www.saleslogix.com/http://www.sales.com/http://www.salesforce.com/


28/29

5 Business-to-Business e-CRM

Key to (B2B) e-commerceis effective (CRM)

When selling to another business, you may be selling to

someone who is not the direct user of your product

Ask your contact to speak with the end users

Developing goodpartner relationship management (PRM)

includes increasing efficiency in operations and processes

between a business and its partners

Partners can include resellers, distributors and businesses that

improve your product or service

Integrating systems to combine selling, buying and marketingoperations of partners will streamline processes and provide

technical conformity

ChannelWave Software, Inc.,Allegis and Partnerware
http://www.virtuflex.com/http://www.allegis.com/http://www.partnerware.com/http://www.partnerware.com/http://www.allegis.com/http://www.virtuflex.com/


29/29

6 Complete e-CRM Solutions

Solutions, software or services that use andintegrate all the tools of CRM provide a singleview of a customer Costs include the price of the software or service itself, the

integration into the current system, the maintenance of the

system and employing the service representatives Solutions will continue to become more efficient

E.piphany

eGain

Siebel Systems

Kana Communications

Oracle Systems
http://www.epiphany.com/http://www.egain.com/http://www.siebel.com/http://www.kana.com/http://www.oracle.com/http://www.oracle.com/http://www.kana.com/http://www.siebel.com/http://www.egain.com/http://www.epiphany.com/

Documents

Summary of eCRM