E crm final
- 1. e-Customer Relationship Management Ritesh Lal
- 2. 10.1 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 for conducting business transactions)
- 3. 10.1 Introduction • eCRM is the application of CRM to an e-business’ strategy – Includes the personalization and customization of customers’ experiences and interactions with the e-business • Relationship between merchant and customers is distant • Less expensive to keep customers than to acquire new ones • Repeat customers have higher lifetime value than one-time buyers – A customer’s 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
- 4. 10.2 Tracking and Analyzing Data • Employ tracking devices – Personalize each visitor’s 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
- 5. 10.2 Tracking and Analyzing Data – Web Bugs • 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, the Web bug sends a request to the Web bug’s company’s server, which then tracks where the user goes on the Web. – Log-file analysis – Data mining – Customer registration – Cookies
- 6. 10.2.1 Log-File Analysis • When visiting a site, you are submitting a request for information from the site’s server and the request is recorded in a log file – Log files consist of data generated by site visits, including each visitor’s location, IP address, time of visit, frequency of visits 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
- 7. 10.2.1 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-commerce methods, 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 site’s effectiveness and top-referring sites—sites that most frequently refer visitors to your site
- 8. 10.2.1 WebTrends Feature WebTrends home page. (All rights reserved. WebTrends is a registered trademark of WebTrends Corporation.)
- 9. 10.2.1 WebTrends Feature Example analysis from a WebTrends product. (All rights reserved. WebTrends is a registered trademark of WebTrends Corporation.)
- 10. 10.2.2 Data Mining • Data mining – Uses algorithms and statistical tools to find patterns in data gathered from customer visits – Costly and time consuming to go through large amounts of data manually – Use data-mining to analyze trends within their companies or in the marketplace – Uncovered patterns can improve CRM and marketing campaigns – Discover a need for new or improved services or products by studying the patterns of customers’ purchases – Data mining software • HNC Software;Data Distilleries; Applied Metrix; Data Instincts; and SmartDrill
- 11. 10.2.3 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, an e-mail is sent including customer username and password welcoming them to the Web site
- 12. 10.2.4 Cookies • Cookie – A text file stored by a Web site on an individual’s personal computer that allows a site to track the actions of the user. – 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 person’s computer
- 13. 10.2.4 Cookies • Benefits – Record passwords for returning visitors – Keep track of shopping-cart materials – Register preferences – Assist companies in address target markets with greater accuracy • 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
- 14. 10.3 Personalization • Personalization – Uses information from tracking, mining and data analysis to customize a person’s interactions with a company’s 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
- 15. 10.3 Personalization • Collaborative filtering – Compares ratings of a present user’s interests and decisions with those of past users to offer content relative to the present user’s interests • Rules-based personalization – The delivery of personalized content based on the subjection of a user’s profile to set rules or assumptions
- 16. 10.3.1 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 by providing content related to the user’s 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
- 17. 10.3.2 Personalization vs. Privacy • Some people feel personalization represents invasion 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 use personal 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
- 18. 10.4 Contact Centers • Traditional call centers house customer-service representatives who can be reached by an 1800 number • Call center, e-contact center or multimedia contact center – Purpose is the same—to provide a personal customer service experience that is individualized to each customer’s needs and questions – Allow customers with Internet access to contact customer service representatives through e-mail, online text chatting or real-time voice communications • Integration of all customer service functions
- 19. 10.4 Contact Centers • Change the culture of customer service representatives – More technically knowledgeable to handle all forms of contact – Provide a highly personalized experience that satisfies customers • New forms of contact can decrease costs • Outsource contact center services – May be appropriate if a company cannot afford to implement a contact center due to the costs of equipment, office space, service representatives and technical support. – Stream International, Syntel Inc Corporation and TeleTech
- 20. 10.4.1 Frequently Asked Questions (FAQs) • A Frequently Asked Questions (FAQ) section on the site – Will help customers find answers to some of their questions – Frees up time for CSRs to handle questions that can not be answered without human interaction • Self-service FAQ software and Web FAQ software • Place phone numbers and e-mail addresses nearby FAQ • 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
- 21. 10.4.2 e-Mail • E-mail can provide a less expensive customer service solution – Customers can use e-mail to ask questions or comment on your company’s services or products • Only appropriate if you have resources to handle demands • Customers may not be willing to wait long for an e-mail reply • Ideally, a response to a customer’s e-mail inquiry should be completed within forty-eight hours • Brightware RightNow Technologies , Servicesoft and Delano
- 22. 10.4.3 Online Text Chatting • Online text chatting – Provides a real-time form of communication between customers and service representatives • Service representatives may be able to handle more than one text chat at a time • Customers can continue to view the Web site as they chat with a service representative – Allows the service representative to see what the customers are looking at as they pose their questions
- 23. 10.4.3 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
- 24. 10.4.3 Online Text Chatting CLICKiCHAT’s online text chatting. (Courtesy of StartCall Corporation.)
- 25. 10.4.4 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 intonations and 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 pronounciations, accents, intonations and languages can create difficulties • Natural language processing – Attempts to understand text and respond with a proper answer – Ask Jeeves, Eliza, Artificial Life
- 26. 10.4.4 Speech Synthesis and Recognition; Natural Language Processing Ask Jeeves™ home page with a sample query. (Courtesy of Ask Jeeves, Inc.)
- 27. 10.4.4 Speech Synthesis and Recognition; Natural Language Processing Ask Jeeves™ results page from sample query. (Courtesy of Ask Jeeves, Inc.)
- 28. 10.4.4 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 to customers’ inquiries, cutting customer service costs as the technology advances
- 29. 10.4.4 Microsoft Agent Feature • Technology for adding interactive animated characters 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 with Microsoft Agent Character Editor and the Microsoft Linguistic Sound Editing tool • Both free for download from the Microsoft Agent Web site
- 30. Images of Peedy, Genie, Merlin, and Robby
- 31. 10.4.5 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
- 32. 10.4.5 Voice Communications • PC-to-phone (computer-to-phone) voice communication – 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 Back and ITXC • Wizard – Software program that walks you through the steps needed to complete a task on your computer
- 33. 10.4.5 Voice Communications RealCall Alert Demonstration. (Courtesy of RealCall, Inc.)
- 34. 10.5 Business-to-Business e-CRM • Key to (B2B) e-commerce is 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 good partner 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 marketing operations of partners will streamline processes and provide technical conformity – ChannelWave Software, Inc., Allegis and Partnerware
- 35. 10.6 Complete e-CRM Solutions • Solutions, software or services that use and integrate all the tools of CRM provide a single view 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
- 36. Thank You