summary of ecrm
TRANSCRIPT
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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
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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)
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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
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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
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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
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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
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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/ -
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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/ -
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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
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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
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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
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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/ -
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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
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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
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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/ -
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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
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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 -
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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
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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/ -
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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/ -
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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/ -
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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
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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 -
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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
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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/ -
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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/ -
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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/ -
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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/