Marketing essay on: ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT

Achievements of eCRM to fulfill customer and management needs have been discussed as under:Þ    Promote better relationships with customers: The first achievement which can be achieved with the adoption of eCRm in order to fulfill customer & management needs is to promote better relationships with the customers. With the increased levels of competition, the level of awareness has led the enterprises to initiate programs which will help to have better communication towards he customers which will help in fostering trust or loyalty (Victoria, 2012).

Þ    Provision for personalized services: Though it is not an easy task to achieve high levels of personalization, achieve it & sustain it. It can be seen that, high levels of gains can be achieved within the enterprise which would lead to better eCRM solutions. This tool will help to replicate the programs which will help to portray the uniqueness. This will help to drive the level of sales as well as have better efficiency & effectiveness within the enterprise (Online eCRM.com, 2012).

Þ    Service & Delivery: Service delivery these days have become one of the most important which will help to determine the levels of loyalty & retention of the customers. With the help of eCRM service quality possess consists of four major things i.e. responsiveness, reliability, empathy, assurance (Coltman, 2007).Þ    Processing speed: It shall be seen that, the backbone offered by the internet would be to have an eCRM platform which will help to cut down the time which will help to process the queries of the customers, provide information regarding the payments, acknowledge orders & delivery of the same (Ryals & Payne, 2001).

Þ    Effective and efficient communication

Þ    Improve productivity

Þ    Distribute pricing information along with available and upcoming stocks

Þ    Organization charts (Graphical view of the business  Sales and Services)

Þ    An easy to read log of all transactions and activities.

Þ    A Self-service system allowing customers to access and update their account information online

Þ    The eCRM system will also implement a Knowledge Base system which will comprise of a FAQ.

Þ    A Cross-selling between customers (Customers can buy/sale products purchased from the company with other registered customers)

Objectives of eCRM:

The main objectives of implementing eCRM have been listed as follows:

Þ    Reduction in the cost of marketing

Þ    Improvement within the accuracy & the relevancy of recommendations, satisfaction of the customer, etc.

Þ    Increase in the retention of the customers, response of the customers, frequency levels, etc

Þ    Increase in the levels of profitability which will lead to an increase in the Rate of Interest

Þ    Practice high levels of competitiveness with the help of differentiation

The Critical Success Factors attached with electronic customer relationship management have been discussed in this section of the assignment:

Þ    Establish Measurable Business Goals:The first critical success factor attached to eCRM is to define the business goals within the measurable terms which would be expected by the CRM project to deliver. Though it is quite an obvious task that, the first steps in eCRM is to establish business goals in measurable terms but many of the projects fail at the first step as they are unable to observe the various critical factors. With the help of CRM it shall be seen that what is the enterprise trying to achieve, i.e. whether the organization increasing revenue per sale or improve the customer retention rates or lower down the cost of acquisition or forecast the levels of accuracy or improve the sales close rates (Winer, 2001).

Þ    Align Your Business and Your Information Technology Operations

The second critical success factor is to align the business along with the information technology operations. The main aim of implementing eCRM at place is to improve the overall customer facing business process which would help to attain better solutions within the same. It shall be seen that, with every successful implementation creation of operational structures shall be there which would help to reinforce the same. It shall be seen that, eCRM system will help to implement the business goals & provide meaningful results. With the use of information technology it shall be seen that, well defined objectives shall be opted which turn the system design & align he business (Oracle, 2008).Þ    Let Business Goals Drive Functionality

The next best critical success factor which is attached with eCRM is to let the business goals drive functionality. It shall be seen that, CRM project must help to drive the business goals which would lead to high levels of configuration decision. It shall be seen that based upon the following five criteria CRM solution can be assessed within an enterprise. They are as follows:

Þ    Improve the levels of profitability

Þ    Improvement within the system performance

Þ    Support the process integration

Þ    Enhancement within the customer value

Þ    Reduction in the cost of technology

CRM Implementation Project Risks Assessment:The risk assessments which are attached along Electronic Customer Relation Management (eCRM) have been highlighted as under:

Þ    The first problem which might arise within Project Risks Assessment would be in regards to the project assumptions. This means that, there are different expectations amongst the stakeholders regarding the project (MarketPain.com, 2010).

Þ    The second project risk assessment can be seen with regards to planning for omissions. This means that delays are incurred not because the project planning was underestimated but the project tasks were totally omitted from the same.

Þ    The conversion of the data within the entire project will be delayed which will lead to poor data quality of the same (Online eCRM.com, 2012).

Þ    Introduction of sub-optimization which will lead to lack of consistency within the business process (Coltman, 2007)

Þ    Risk management as well as mitigation of the risk involved within the project

Þ    Visible executive sponsorship

Þ    Insufficient to recognize user skills assessment just prior to training

Þ    Failure to adopt challenges as well as have feared to change as well as optimize the sacred cows.

Þ    To closely align as well as recognize the change with the implementation CRM at the work place (Chen & Chen, 2004).

Þ    Disappointment to backfill the workloads or project schedules

Work Break down Structure:

Analysis of the eCRM tool to be implemented at NJC Ltd. 1 man week1.2 eCRM ToolImplementation of the eCRM tool in order to fulfill the objectives of the same.1.13 man weeks1.3Component SelectionSelection of the components1.1.22 man weeks1.4 Verification Tests of the Software ToolVerification of the eCRM software at NJC Ltd & see whether it will lead to the completion of the tasks or not.1.1.34 man weeks

1. Mechanics

2.1 Industrial Design  3 man weeks2.2 Mechanical Part Analysis & Tool Approval 2.11 man week

1. Verification3.1 Test Plan Creation (software)  5 man weeks3.2 Test Plan Creation (Hardware & Software) 3.14 man weeks3.3  Module Tests 3.23 man weeks3.4 Product validation Tests 3.32 man weeks3.5 Type approval & regulatory approval tests 3.41 man week

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