The e-CRM strategy

Ace p.

Order the writing of a tailor-made Business strategy Term papers

Free quote online

Thesis Format .doc

The e-CRM strategy

Download

Read an extract

Reader
Abstract
Contents
Extract

Abstract

The rise of the Internet has given rise to the existence of paperless client relationship, giving way to the e-CRM. This is a dual commitment towards efficiency and economy. While the client now enjoys multiple ways to interact with the company (letters, outlets, telephone platforms, the Internet), the fact remains that consistency between these different marketing channels is taken into account very rarely. The participatory marketing certainly existed before the arrival of the Internet, but the growth of the Web and its recent technology has greatly facilitated its development.

Introduction
Internet: The best channel for data collection
1. Customer segmentation and personalization of marketing actions
2. Modeling the individual online behavior
3. The accuracy of aggregate phenomena of viral marketing
The contribution of e-CRM
1. Automation of campaigns via the Internet
2. Reverse Marketing / Participatory Marketing
3. The loyalty

Get this table of contents for free after login.

Extract

[...] The Web tools contribute in establishing a long-term contact with the customer, through its collaborative nature. For example: Newsletters customized according to the customer's choice contribute effectively. The Internet also allows to overcome the problem of Churn (inactivity of the customer) by sending messages automatically adapted to the situation of the relationship with the customer. This is an effective way to bring back former customers Behavioral targeting is revolutionizing e-advertising Retention starts with recruitment and hence the importance of relevant advertising. [...]

[...] Participating in the creation or revision of the strategy of marketing a product (client's opinion on the product features), its communication (opinion on the product name, slogan, and advertising is what is called participatory or collaborative marketing The Reverse Marketing The purpose of the Reverse marketing strategy is to empower the client. It is the decision-making power which enables the consumer to manage the pattern according to which they wish to receive marketing solicitations from a company Participatory Marketing The participatory marketing certainly existed before the arrival of the Internet, but the growth of the Web and its recent technology has greatly facilitated its development. [...]

[...] Productivity, performance, responsiveness, customization are all benefits of automation campaigns via the Internet, which will ultimately increase the Return on Investment (ROI) Reverse Marketing / Participatory Marketing The customer is the center of an e-CRM strategy and that is the reason for the importance of internet in the 360 degree feedback mechanism. Some companies go even further by giving new responsibilities to the consumer: The customer can choose to be solicited or unsolicited by the company and can also define the type of solicitation thereof by proposing management alerts, customized newsletters etc. [...]

[...] The possibilities after customizing the Internet are such that it is tempting to direct the online strategy towards customization, leaving aside the segmentation approaches. For example: Triggering a marketing email in response to a click on a certain product in an email application such as collaborative filtering on site or in an email recovery, etc. Today, companies are able to understand the complementary nature of these approaches. They are making a comprehensive segmentation, which is parallel to personalized marketing actions. [...]

doc