Customer center

We are a boutique essay service, not a mass production custom writing factory. Let us create a perfect paper for you today!

Example research essay topic: Ecrm Customer Relationship Management In The Internet Era - 1,688 words

NOTE: Free essay sample provided on this page should be used for references or sample purposes only. The sample essay is available to anyone, so any direct quoting without mentioning the source will be considered plagiarism by schools, colleges and universities that use plagiarism detection software. To get a completely brand-new, plagiarism-free essay, please use our essay writing service.
One click instant price quote

... , inventory, invoicing, payment, and other systems that add so much complexity to modern businesses. The successful eBusiness automates these systems, reducing the friction inherent in their associated processes, as well as their costs in both money and time. The eBusiness model leverages the technical infrastructure so that all participants extract maximum value from every interaction. Few businesses today can legitimately stake their claim as a true eBusiness. (Welch, 2001) Many are moving quickly in this direction. Many others, however, suffer the illusion that there are no real challengers to their long established ownership of markets and channels and that the entire "Internet thing" will disappear any day now.

The latter are likely to become former businesses very soon. eCRM takes an eBusiness beyond technology and beyond highly leveraged interactions to the point where it can be a real, sustainable business, based on its ability to regularly meet and exceed its customers' expectations. A successful eCRM strategy is designed to engage the customer in a relationship with the company - beyond a single transaction - so the customer will keep coming back. This requires that the business engage the entire enterprise - from service and support to sales and marketing to product development - in servicing the customer at every point of contact.

By so doing, companies can engage their customers in an ongoing knowledge exchange in which the company can learn more about their customers' needs and work to develop and deliver the products and services that can exceed their customers' expectations on a regular basis. 4 Principles of eCRM Principle 1 The eBusiness offers its customers multiple channels for communication (Timmers, 2001) To make the benefit of eCRM a reality, customers must be able to choose the communication channel that best fits their immediate business needs, their individual working styles, and their current access to the business (Timmers, 2001). Many customers, for example, prefer using email as an initial contact mechanism, with the option to escalate to the web or web - based chat when needed; others prefer starting with a phone call and then moving to the personalized, online space the eBusiness has created for them. Regardless of the scenario, the software used to enable eCRM must be able to take full advantage of every communication channel and easily transfer information from one to another. The ebusiness offers the channels it can best support, and the customer chooses among the channels offered. Principle 2 The eBusiness delivers real value to the customer with every interaction (Timmers, 2001. ) "Your email has been received and successfully routed to an agent.

Someone will respond to your inquiry within 24 hours. " This email response is standard practice for many businesses that have failed to make the shift to true eCRM. Such a response, however, fails to deliver any real value to the customer - all they can do is wait for the business to respond again, hopefully with some real content. The successful eBusiness works to created an infrastructure that provides the customer - and the eBusiness - with real value at every possible juncture in their interaction. In a true eCRM scenario, the customer's email response would attempt to resolve the question asked or to lead the customer to a website where they could explore further. Instead of waiting, the customer can act. At the same time, the eBusiness could automatically modify the content of its knowledgebase, based on the customer's indication of whether or not they " ve found the correct solution to a support problem (Timmers, 2001).

In order to accomplish this, however, the eBusiness must follow Principle 3. Principle 3 eBusiness knowledge is captured and given context during the customer interaction (Timmers, 2001). Customers expect businesses to remember what they said, remember what they bought, and remember when they bought it. When the eBusiness remembers, it is a good Internet citizen. To achieve true eCRM, however, the business has to do more than remember who, what, and when; it has to remember why.

Delivering real eCRM means that a business captures all the information about the customer and about the customer's interaction with the company (Timmers, 2001). This information must have enough contexts to become useful in the future, and in other scenarios. For example, it is necessary for the business to remember that a customer recently configured a new product for purchase, but knowing that the purchase was made at the same time the customer reported a serious support incident completely changes how that information might be used in the future. Consider that this might be a very unhappy customer who had to configure and purchase just to keep his business running, or that it might be a customer that just had his entire business saved due to some smart thinking on the part of a service representative. Context helps to turn information into knowledge, and knowledge powers eCRM. Principle 4 eBusiness systems are integrated throughout the value chain, not just at the level of the financial transaction (Timmers, 2001). "You pay your money and you take your ride. " It seems so simple to be in business online - everything is about the transaction and the ability to get the money and move on.

However, for customers in the New Economy, that is no longer enough. Customers today expect to be able to reach all the way into an organization, whenever they want. Customers today expect that the CEO is as accessible as the support representative, and they will simply move to the net supplier if they find that is not the case. In order to provide eCRM, businesses must think outside the traditional boundaries of what gets exposed to the customer and what remains hidden (Timmers, 2001). Using the web to facilitate direct interaction between customers, letting them address critical issues as part of a shared - interest group instead of keeping them isolated from each other for fear of what they may discover - that's eCRM at work, eCRM requires a radical shift in the orientation and reach of the value chain - a shift that results in the customer being an integral part of the chain not just an end - piece, and the transaction being just another data point, not the ultimate goal. Achieving eCRM How does a company achieve real eCRM?

The first step is to examine the relationship between your business and your customers, as it exists right now. Be careful not to assume that you have a good relationship with your customers simply because they can visit your website and complain if they are unhappy. If you are not getting email telling you what you are doing wrong, you are either doing everything right or your customers no longer care and are looking for the supplier to replace you. Once you have fairly and honestly assessed the current state of your relationship with your customers, you can begin to map out your journey to eCRM.

From he current state, you can draw out a course that arrives at the ideal state, knowing all the while that you will never get there because achieving eCRM is not an end in itself - it is a means to success. Your vehicle for the journey will be the Internet, but every channel of communication - from the telephone to a brick - and - mortar storefront - is acceptable. Into these channels, you will pour all your knowledge, and your customers will pour all of theirs', which will result in a new way of doing business and of meeting your customers' needs. Conclusion The eCRM storm has begun and executives in every major company will have to formulate and execute eCRM strategy rapidly in order to keep up with competition.

eCRM is a new chapter in Customer Relationship Management. eCRM allows companies to build one - to - one relationships with millions of customers (web). Through numerous interactions, companies provide on - going value to customers and gradually gain their confidence, trust and loyalty. Today the Internet is a given, the web is a significant economic and social force, and email is the predominant form of written business communication.

With the development of technology, new elements will be added into eCRM, such as wireless. These technologies are no longer options for businesses to consider; rather, they are fundamental components of the business environment - requirements for any business that is to grow and thrive in the New Economy. Ignoring any of these components of the New Economy may mean disaster for a company. References 1. Becks, R. (2000), I manager profile. Interactive Week, Vol. 8, 52. 2.

Brown, S. A. (2001). Customer relationship management: a strategic imperative in the world of e-business. John Wiley & Sons Canada, 45 - 77. 3.

Cash, J. P. (1999). Handbook of relationship management. Journal of Management Information Systems 10, 57 - 64. 4. Deans, C. P. & Kane, M. (1997).

International Dimensions of Information Systems and Technology. Boston, MA: Pws-kent. 5. Full, J. & What, S. (2000). Electronic Communication and Changing Organizational Forms.

Organization Science 8. 6. Ghalla, A. & James, D. (1998). New technologies and development. Lynne Render. 7. Halal, W.

E. & Taylor, K. B. (2000). Twenty-first century economics. St. Martin's Press, 23 - 25. 8. Laudon, K.

C. & Laudon, J. P. (1999). Essentials of management information systems: transforming and management. Upper Saddle River, NJ: Prentice Hall, 102 - 107. 9. Norris, M. , West, S. & Gaughan, K. (2000). eBusiness essentials: technology and network for the electronic marketplace.

New York: Wiley, 22 - 27 10. Nykamp, M. (2001). The customer differential: the complete guide to implementing customer relationship management. Amacom, 47 - 52, 121 - 123. 11. Post, G. V. & Anderson, D.

L. (2000). Management information systems: solving business problems with information technology. Irwin Mc Great-Hill 12. Timmers, P. (2001).

Electronic commerce: strategies and models for business-to-business trading. New York: Wiley, 86 - 89, 92 - 103. 13. Welch, J. (2001). Straight from the gut. Warner.

Business Books, 59 - 63, 271 - 289. 14. web text. cfm? ID = 96 15. www. dell.

com


Free research essays on topics related to: value chain, customer relationship management, real value, york wiley, management information systems

Research essay sample on Ecrm Customer Relationship Management In The Internet Era

Writing service prices per page

  • $18.85 - in 14 days
  • $19.95 - in 3 days
  • $23.95 - within 48 hours
  • $26.95 - within 24 hours
  • $29.95 - within 12 hours
  • $34.95 - within 6 hours
  • $39.95 - within 3 hours
  • Calculate total price

Our guarantee

  • 100% money back guarantee
  • plagiarism-free authentic works
  • completely confidential service
  • timely revisions until completely satisfied
  • 24/7 customer support
  • payments protected by PayPal

Secure payment

With EssayChief you get

  • Strict plagiarism detection regulations
  • 300+ words per page
  • Times New Roman font 12 pts, double-spaced
  • FREE abstract, outline, bibliography
  • Money back guarantee for missed deadline
  • Round-the-clock customer support
  • Complete anonymity of all our clients
  • Custom essays
  • Writing service

EssayChief can handle your

  • essays, term papers
  • book and movie reports
  • Power Point presentations
  • annotated bibliographies
  • theses, dissertations
  • exam preparations
  • editing and proofreading of your texts
  • academic ghostwriting of any kind

Free essay samples

Browse essays by topic:

Stay with EssayChief! We offer 10% discount to all our return customers. Once you place your order you will receive an email with the password. You can use this password for unlimited period and you can share it with your friends!

Academic ghostwriting

About us

© 2002-2024 EssayChief.com