Examining Automation in E-CRM Initiatives

Introducing automation in E-CRM initiatives


At the end of this lesson, readers should be to:

Discuss the role of automation in E-CRM Initiatives

Discuss the disadvantages of e- CRM



E – CRM in my own views technology – backed CRM it is the application technology in order to achieve CRM objectives. It allows the organization to deliver a wow experience, irrespective of the channel that the customer has chosen to interact with the organization.


Roles of E–CRM Initiatives

  • Web Integrated CRM:

One of the basic roles of E – CRM is that it allows organizations to use the web in achieving CRM objectives  E – CRM ensures, that an organization is able to create a functional website which will have all the required and essential information that customers need in order to make the right decision.


  • Manner of operation

E – CRM is very much different from conventional CRM. In the traditional CRM, an organization is only concerned with  delivering a customer experience through “brick and block” but e–CRM initiatives open up channels through which the organization is able to reach out to their numerous customers and deliver customer experience to them


E–CRM Initiatives are aimed at ensuring constant and increased interaction with their esteemed customers Here, the organization continues to strive to learn more about the customers by opening up channels through which the employees and customers can relate with each other and develop a profitable relationship. This will help the organization to meet customers at the right place with the right products and services.

Examining Automation in E-CRM



E – CRM allows organizations to operate with their customers and gain customers from across the globe. In E – CRM, the location of an organization is no longer a barrier as long they are able to meet up with their customer Deeds.



E–CRM as I have rightly said, open up channels through which customer can interact with the organization through e –CRM, the various channels that the organization has can be integrated into a web format which allows the organization to coordinate interaction across multiple channels.


Disadvantages of E-CRM Initiatives

As useful as  E–CRM is to CRM, one would beyond to wonder, does it suppose to have demerits but it has!

In organizations, most especially in our own part of the world where the use of the internet and application of technology through the world wide web is abysmally low, E – CRM seems to be non-existent. The organization might not able to derive the full benefits if customers cannot effectively access the information.


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Implementation of E–CRM initiatives can also be affected by unreliable internet technology. At times there might break down or two performance of the service which the organization relied upon to reach their numerous customers, this might affect the effectiveness of ECRM technology it will also lead to something called “Mouse – click attraction” When you are embracing E – CRM and you don’t have the required organizational policy that will allow your organization to do business from customers’ perspective you should know that the next organization is a mouse click away. If an organization is relating with her customers across multiple channels and they now misbehaved, they are likely to lose their hard-earned online customers


I will not deceive you, e – CRM is very expensive to implement and maintain, that is why it will be very difficult for any organization to implement it successfully.



TRENDS IN  e–CRM Initiatives

  • CRM package Procurement/ Evaluation service:- E–CRM helps organizations’ to reach out to vendors who might be able to supply all that

They need in order to meet up with customers’ demands. Since organizations are no longer bound by a border, they can now carry out business transactions and procurement through the various channels

  • Noted CRM Component Applications

e–CRM allows organizations to have access to CRM applications which allows organizations’ to raise the exit barrier for their customer and increase their value Doing these, they are able to increase the profitability of their customers.


  • Customer Intelligence

When we talk of customer intelligence, we should know that what determines how far you will succeed in a CCE has to do with how much you know about your customers and how far you are ready to use this knowledge in raising the exit barrier in your organization. Through e – CRM, organizations are able to gather information from various channels and use this knowledge in meeting customers at the right place with the right product and services.


Information flow in an e – CRM System

Under this, we want to look at how organizations use the eCRM channels to retain the customer for life. If you look at the diagram very well, you will see that the whole process from your lead indicating interest in our products or services. This is much more similar to what we discuss under the customer life cycle. After the interest, the lead might probably move ahead to purchase your product After this, he has become a customer and the organization have to work so that he is not lost to the competitors.


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After the purchase, it is left for the organization to deliver the goods. In delivering the goods, the product must not fall short of the brand promise, which is what the organization promised that their product will do in the first since it is e – CRM, you must know that all these activities are taking place without the two parties seeing face to face.


The last stage is service and support whereby the organization continued to interact with the new customer All his array of questions are answered. They also have to teach him ways by which he can derive maximum benefits from the product. This will ensure that he makes a repeated purchase of the products or services.



We all know that the sink of e – CRM function lies in marketing sales and customer service. I have a marketing sales and customers. Services I have also specified that front office are those that have a direct relationship with customers while back office are those that do not relate directly with customers here, I want to look at the functions of e – CRM across the departments that are involved in customer interaction



At the front office, the sales executives ensure that descriptions of organizations prevent and services are made available to an online customer across Multiple Channels. This will make decision making easier at the back office, the sales department has to come up with a self-service. The sales department has to come up with self-services sales force automation and product database which the system will make available to the online customers.



The marketing department has to use the e–CRM channels to engage on one – on – one interaction with the customer and provide them notifications on new and existing products and services. At the back office, in order for the marketing department to succeed, there must be the provision of Data mining and analysis, as well as lead generation and routing of potential leads.


  • Service and Support

Through the e–CRM channels customers must be able to resolve the issue themselves At the office, the organization needs to open up communication channels such as call centre and online interactions for effective customer relationships.


  • Product development as part e-CRM Initiatives

In developing products, organizations have to put customer feedback into consideration, this will allow them to know how the customer feels about their products and services which will help the organization to sustain customer experience. At the back office, the organization must have a product knowledge base which is a repository of all that customers have said about the Organisation’s product and services.


  • Distribution and supply chain as part of E-CRM Initiatives

In this department, there must be direct information transactions that will allow organizations to close deals faster. At the back office must be integrated management systems which will ensure that customer is put at the centre of every supply and distributions.


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At the end of this lesson, we have been able to discover that:

  • E – CRM are technologies that help organizations to interact and relate with their customer across multiple channels.
  • Some of the trends in e – CRM include CRM package procurement/evaluation service, hosted CRM components application and customer intelligence.
  • Information flow in an e – CRM shows the process that the customer goes through before they finally become a customer and becomes loyal to the organization.
  • Department involved in e – CRM includes sales, marketing, service and support, supply chain and distribution and product development.


Now tell us your own side of this story.

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