What
is ECRM?
Customer Relationship Management (CRM) is a suite of business functions
to track, manage and respond to customer contacts.
As shown in the Figure below, eCRM supports marketing, sales, customer
service and e-commerce processes. A cornerstone of eCRM is providing online
access to timely, accurate and consistent data for all points of contact,
regardless of the media used for information access/transfer - phone (wireline
and wireless), fax, e-mail, chat, VoIP, Web form, etc. Note that the technologies
and capabilities included in Tecnosoft's IT
Solutions Practice provide the enabling IT infrastructure required
for an ECRM
Solution.
TECNOSOFT has identified three key tenets of an
effective eCRM solution:
- Customer-Centricity is the Strategic Imperative. CRM helps
companies to better understand and serve their customers in order to
help acquire and retain them. Customers can be internal, external, business
partners or consumers. CRM is not limited to electronic business operations.
- A Unified View of all Customer Touch Points is the Tactical Imperative.
CRM pertains to all customer interactions - marketing, sales and service,
for all media -- phone, fax, e-mail, Internet, in-person, etc.
- CRM is not a Technology Thing, Though Technology is Fundamental
to Making it Successful. CRM is a business philosophy. eCRM systems
apply technology to facilitate processes and services required for effective
implementation of CRM.
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