A01 chaf6542 06 se fm indd

Chapter 9  Customer relationship management

  What  is  e-CRM? 

 The interactive nature of the web combined with email communications provides an ideal 

environment in which to develop customer relationships, and databases provide a founda-

tion for storing information about the relationship and providing information to strengthen 

it by improved, personalised services. This online approach to CRM is often known as 

‘ 

e‑CRM

 ’, and it is on this we focus in this chapter. Although  Figure   9.1    refers to the whole 

customer life cycle, typically it is used to refer to customer retention and extension activities.   

 It is difficult to state where CRM ends and e-CRM starts, since today they both make 

extensive use of digital technology and media. This is what Chaffey and Smith (2008) say: 

  What is e-CRM? Customer Relations Management with an ‘e’? Ultimately, e-CRM cannot 

be separated from CRM, it needs to be integrated and seamlessly. However, many organi-

sations do have specific e-CRM initiatives or staff responsible for e-CRM. Both CRM and 

e-CRM are not just about technology and databases, it’s not just a process or a way of 

doing things, it requires, in fact, a complete customer culture.  

 Digital marketing activities which are within the scope of e-CRM and which we will cover in 

this  chapter  include:     

   

● 

  Using  the   website and online social presences for customer development  from generating 

leads through to conversion to an online or offl  ine sale using email and  web-  based content 

to encourage purchase.  

  

● 

   Managing customer profi le information and email list quality  (coverage of email addresses 

and integration of customer profi le information from other databases to enable targeting).  

  

● 

  Managing customer contact options through mobile,  email and social networks  to support 

up-sell  and   cross-  sell.  

  

● 

   Data mining  to improve targeting.  

  

● 

  Providing  online