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eCRM - further information.

At its most basic eCRM is the application of information technology to the customer relations management process.

eCRM is an important business tool for businesses that operate online and in the bricks and mortar environment. eCRM software is available that makes the process easier. But moving to eCRM necessitates a change in corporate culture as well.

Clearly, there are customer relation management savings when a company implements a cohesive eCRM strategy. However, there is also the opportunity for a company to use eCRM principles and eCRM technology to develop a more customer responsive and tailored customer relations strategy. This culture change brought about be eCRM is difficult for a significant proportion of businesses.

So eCRM has benefits for businesses, but has the potential to provide customers with a more satisfying customer experience. This sounds like the claims for eCRM are literally too good to be true. Can eCRM really provide the benefits claimed for it? Well that really depends on the different claims that eCRM evangelists make. With is true is that eCRM can improve the way customers interact with businesses and that can result in an improved bottom line for businesses. eCrm has the potential to improve customer relations and provides the opportunity for a win-win result.

The problem is that businesses need to be aware of what the value of eCRM is and conversely how much time, effort and resources need to be spent on making eCRM work optimally. eCRM specialists make many claims for eCRM technology but where eCRM is not accompanied with a corresponding change in the organisational culture, many of the potential benefits of eCRM may be lost. In particular eCRM requires sufficient data about customers to tailor their experince appropriately.

Oracle, SAP and Microsoft are some of the worlds largest eCRM software developers and some people ask if is eCRM simplyCustomer Relations Managment priciples applied using computer technology.

In part, the answer is yes, but the use of technology means a businesses managment team have to learn the strengths and weaknesses of technology and what eCRM can and cannot do. eCRM is definitely an universale panacea. In any particular company managers responsible for strategy formulation, software selection and implementation, business process improvement, training and deployment all have to sit together to understand how the fundamentally simple eCRM concepts play out in their areas of responsibility.

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