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 business’s bottom line.



The main focus of using CRM in an organization is to allow customers to get current information at any time from any source. The information should be readily available without getting altered of lost. The role of IT in CRM models was simply not designed for speed, flexibility of E- business. It will take some courage to adapt by the organization. The organization should be able to adapt to business to succeed in the new economy to adapt to some of the new rules introduced by the dot-com.

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 company’s 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.

Reorganization the business is easy as long it is customer centric in focus. With CRM however you can use certain major issues as a framework when considering how to best utilize the business processes to better serve your customers.

Following are some of the successful features of CRM

Company information:

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 online business.

Many still think of the Internet as an advertising medium rather than as a new way to sell products. Although more companies are now investigating the possibilities of selling online, few are making this an integral part of their overall sales process. The Internet is a great medium, but it is unlike many of the older “new technologies. Some of the early e commerce web sites were the product of technologist, those people who had knowledge about web design, database structure, and other related concepts. With the exploding interest in e-commence businesses have been forced to view websites not Justas expensive marketing gimmicks but as essential components of their operation.

The rowing interest in CRM has resulted in the cross training of technical and non-technical individuals. This training is intended to produce web sites that not only posses plenty of technical razzle-dazzle but also reflect solid business organization processes. Though this should not imply that you have to be skilled in all these areas to work with CRM, it does indicate that you should appreciate the complex integration of various components and expertise required to produce a really terrific e-commerce site.


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