The term electronic customer relations management (English electronics more customer relationship management) designates a customer relations management, which happens a specialization on electronic components.

Definition

With the support of the Customer Relationship management (CRM) by information technologies (IT) the term electronics of the Customer Relationship management (E-CRM) was coined/shaped. Since this is still clearly younger than that of the CRM, even little agreement exists over it in the professional world which meaning it pursues. Software producers sell their software solutions as E-CRM, management consultations their strategies. Generalized the term can be used, in order to represent a specialization of the concept of the Customer Relationship management on electronic components.

In practice

E-CRM represents thus a massnahmen-Paket, which uses information technologies, in order to support operationally execution from CRM to. It intervenes in the existing structure of the CRM, is one of its subranges, and extends it in many applications regarding its effective force.

With this understanding E-CRM is not to be seen detached from at the basis lying concept to. E-CRM-measures cannot be accomplished without the support of the classical CRM. Important is above all the Verinnerlichung of the philosophy of the customer centring. However the infrastructural conditions on CRM level for the employment of E-CRM are very small: for many measures the existence of an ADDRESS basis is quite sufficient.

In the past E-CRM was often equated with execution by CRM exclusively in the Internet. While in this area in practice most projects are accomplished, other electronic media come, as for example mobile applications too briefly with this view. The particularly latter will be used above all in the future clearly more strongly for marketing purposes, than that is so far the case.

Advantages over "“classical"” CRM

Information technologies and the electronic media connected closely with them are suited for the support of Customer Relationship management, because they implement many aspects of core of the CRM practically automatically.

These advantages are individually described in the following:

High availability

Electronic media have one compared with other communication channels (as for example Telefonie) to the customer both temporally and spatially higher availability. They permit usually around the clock the interaction with the enterprise to the customers and are limited spatially only by technical facilities. At the same time an important condition for the topicality of the mediating information is given with the high availability. Both points create increase in value for the customer, whom it will notice clearly as such.

Spreads integration

The ability of electronic media to integrate most diverse interactions and channels makes it possible to step also enterprise the customer in relation to with a uniform picture in feature (calls the Customer One Face ton). Thus for example a Website serves as interface between customer and enterprise. Over this way however processes are activated enterprise-internally, which resulted so far in a medium break in communication. In addition it is possible the fact that customer and enterprises in the same system work, which facilitates an adjusting of the data, if makes not even redundant. So customers can decrease to the enterprise work, in which they maintain for example their address data or accomplish a transmission pursuit. Additionally the integration permits system an evaluation of the data in real time to that, so that for example the success of a marketing action can be measured many faster.

Large automation

Many processes, which were worked on manually time-consuming, can be automated with support by information technologies. So can for example an offer, which a customer requests over a configuration tool in the Internet, automatically provided and are dispatched. In principle all data resulting in electronic media can be stored automatically (considering the legal regulations). With the attendance of a Website data can be collected in such a way over the behavior of the customer. These are synchronized automatically then in addition with existing.

Simple individualizing

The Personalisierung of information and offers is substantially facilitated by information technologies, because she must be conceived and converted only once, and then without further substantial expenditure to be accomplished can. Individualizing can be converted in such a way that their quality with each further customer contact is increased automatically (often calls Learning Relationship). The relationship with the enterprise is increased thereby ever more closely and the connection of the customer.

High user comfort

With electronic media classically processes with high user comfort can be converted. A Konfigurator for custom-made customer solutions permits for example the comparison of different solutions, which would have to be provided otherwise by hand. With the simplification of these processes on the one hand increase in value for the customer can be created, on the other hand one tasks of the enterprise can be shifted to the customer.

Connected cost saving

Most advantages mentioned lead except for the creation of increase in value for the customer also to a clear cost saving with the connected processes. Particularly integration and automation have for this a large Potenzial. In individual cases in it savings of up to 80 per cent of the process operating time can be achieved.

If the bases of the classical CRMs are present, many individual measures of the electronic CRM at small expenditure can be accomplished. The described multiplicity at advantages for customer and enterprises make themselves fast paid for this reason, so that E-CRM-measures exhibit a high capital net yield (English Return on Investment).

Sources

• Felix emperor: E-CRM for the middle class; shifted thesis (diploma); 2003; on-line available

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