e-CRM refers to the use of Internet-based technologies like emails and chat rooms to improve customer interaction and customize products and services following a client's personal needs. This technology simplifies the sales and marketing process.
Benefits of e-CRM
e-CRM systems have numerous benefits to businesses allowing them to be more efficient, enhance sales, create value, as well as minimize costs (Eto, 2015). Using e-CRM Our Town Photography will be able to save time by reducing the span of time used to reach clients and respond to their needs. Thus, a decrease in administrative and operational expenditure (Eto, 2015). The use of e-CRM yield satisfied and content clients who in turn buy more from the company, thus, increasing profitability.
This electronic tool allows a business to respond to customers' expectations promptly. In addition, it permits the customization of products to meet clients needs, so that each service is unique to the user (Ozuem, 2016). By anticipating the needs and expectations of customers, the e-CRM application will help the gallery to guide the client to what he or she is likely to buy. Ultimately, it will increase customer satisfaction and loyalty.
Data Collection
The data collected by the e-CRM will include demographic information (name, address, contacts, birthday, and anniversaries), sales and purchase data, service and support records, client inquiries, as well as shipping and fulfillment dates.
Types of e-CRM
There are two main types of e-CRM systems namely operational and analytical e-CRM. Operational e-CRM offers support to services similar to those seen in a front office. This kind of system provides efficient, personalized marketing and sales services while getting a 3600 view of each client (Rainer et al., 2013). It allows sales and services personnel to access customers’ interaction history with Our Town Photography. Consequently, the optimization of data shared by multiple employees facilitates account management and improves sales. It helps a firm to create individualized relationships with clients. An operational e-CRM assists a business in identifying the most profitable clients and providing them with high-touch services. Through the identification of customers' needs, this type of e-CRM builds relationships between a company, its customers, and distributors (Rainer et al., 2013). Despite the many advantages, there is always the risks of losing a client by bombarding them with too much attention and asking too many questions.
On the other hand, analytical e-CRM provides business intelligence by evaluating client behavior and perceptions (Rainer et al., 2013). Unlike an operational system that offers direct interaction with customers, an analytical e-CRM provides information on client requests, transactions, and responses to marketing initiatives. This system also develops statistical models that utilize consumer behavior and relationships to make forecasts about gaining, keeping, and losing clients. Record loss is one of the major disadvantages of analytical e-CRM.
Recommendation
An operational e-CRM is suitable for the needs of Our Town Photography. This system will allow the business to customer data and history of interactions to optimize services according to individuals’ expectations. This system will assist in providing personalized services to a large number of clients without having to hire more sales and marketing professionals. This will help Catherine to meet her desire of maintaining the company's reputation for providing a personalized approach. Additionally, by identifying high-profile customers, an operational e-CRM will help the gallery to offer high-touch services to these clients.
References
Eto, H. (2015). New business opportunities in the growing e-tourism industry. Pennsylvania: IGI Global.
Ozuem, W. (2016). Competitive social media marketing strategies: Advances in marketing, customer relationship management, and e-services. Pennsylvania: IGI Global.
Rainer, R. K., Cegielski, C. G., Splettstoesser-Hogeterp, I. & Sanchez-Rodrigez, C. (2013). Introduction to information systems. Toronto: John Wiley & Sons
