The Role of Information Management in CRM
What is CRM?
The CRM strategy
has numerous aspects, but the basic theme is for the company to become
more customer-centric. It does not necessarily create a new revenue
stream but will add customer loyalty to your businesss bottom
The role of IT by way of e-commerce in CRM
The key term in CRM is relationship. It is building a level of interaction between an organization and the customer that will allow them to have a feeling of autonomy while allowing the company to control the experiences while visiting the web site.
Personalizing the Web interface
In this it is how effectively can one convey a sense of partnership in between the company and its product and the customer? The role of IT is to provide advanced features such as making previous order information available, suggesting new products based on previous orders and many more. By doing so the customer feels more personal i.e. when a customer log on to a website and the site welcomes the customer with his name on the website. This is an excellent tool to increase the moral of the customer.
Providing complete product information
The best website provides complete product information, ranging from pictures of the items in questions to complete specifications. With the use of CRM the web would be able to offer products according to the customers need. With CRM and IT one can streamline the site by offering products based on customer provided information, including interest and geographic location.
Integrating information into ones website
Numerous sites already on the Internet that might have information about the product category. Integrate the companys site with the web, rather than trying to build a silo of information. The site can even offer services like comparing two similar product features and suggesting the idle option for the customer.
Providing an easy ordering and billing process
The electronic shopping cart model has been used effectively, allowing customers to browse a web site and add items of interest to their cart. The ease of ordering and billing process is an essential feature of any CRM enabled site. Customer should always have the ability to quickly see their orders and to review information related to their orders.
Providing service after sales
A key to successful
CRM is keeping your customers satisfied and interested after sale. This
will ensure that the customer will return in the future. The company
should provide at a minimum, email tracking for the customers with regard
to delivery and to keep track the product with the help of many IT enabled
tools so the customers can get an exact summary of the location and
status of their order.
Following are some of the successful features of CRM
It provides not only company history, but also essential customer contact us links. This simple link neatly integrates a wide variety of promotional and informational needs.
Online help information:
A comprehensive, easy to use HELP & services link is also provided that encapsulate information about store policies, shopping online, and how to obtain information on the order. It also provides quick links to product specials and rebates which is always available from the ever-present site navigation bar.
Using CRM strategy
and the Internet, you can also improve the relationship with traditional
customers. The Internet can be used not only to support online customers,
but also to support your brick and mortar consumers. CRM tools and practices
cannot only help but are essential to the online strategy for any successful
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