Examining automation in e-crm

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

Discuss the role of e-CRM in Automation

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 organization to deliver a wow experience, irrespective of the channel that the customer have chosen to interact with the organization

Role of E–CRM

  • Web Integrated CRM:

One of the basic role of E – CRM is that it allows organizations to use the web in achieving CRM objectives  E – CRM ensure, that an organization is able to create a function website which will have all the required and essential in formation 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 organization is only concerned with  delivering customer experience through “brick and block” but e – CRM open up channels through which the organization is able to reach out to their numerous customers and deliver customer experience to them


E – CRM is aimed at ensuring constant and increased interaction with their esteemed customers Here, the organization continue 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 profitable relationship. This will help the organization to meet customers at he right place with the right products and services.

automation in e-crm


E – CRM allow organizations to operate with theirs customers and gain customers from across the globe. In E – CRM, 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 organisation through e –CRM, the various channels that the organization have can be integrated in a web format which allows the organization to coordinate interaction across multiple channels I have discussed much about CRM in the volume one of this book. You can get a copy and read.


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 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.

Implementation of E – CRM can also be affected by unreliable internet technology. At times there might be break down or two performance of the service which the organization relied upon to reach their numerous customers, this mighty 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 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 experience to implement and maintained, that is why it will be very difficult for many organization to implement it successfully.




  • 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 boarder, 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 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 e – CRM channels to retain 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 of services. This is much more similar to what we discuss under 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.

After the purchase, it is left for the organization to deliver the goods. In delivering the goods, the product must not fall short of 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 derived maximum benefits from the product. This will ensure that he makes repeated purchase of the products or services.


We all know that the sink of e – CRM function lies on marketing sales and customer service. I have an marketing sales and customers. Services I have also specify that front office are those that have direct relationship with customers while back office are those that does 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 Organisation’s prevents and services are made available to online customer across Multiple channels. This will make decision making easier at the back office, the sales department has to come up with self office. 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 have to use the e – CRM channels to engage on one – on – one interactions 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 provision of Data mining and analysis, as well lead generation and routing of potential leads.

  • Service and Support

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


In developing products, organizations has to put customer feedback into consideration, this will allow them to know how 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

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



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

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

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