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eCRM, EC Strategy and Implementation

eCRM, EC Strategy and Implementation. Types of eCRM programs Making sure your customers come back. One of the difficulties of the Internet is that it can lack personalisation eCRM systems are designed to provide customer service at all levels of the purchasing process

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eCRM, EC Strategy and Implementation

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  1. eCRM, EC Strategy and Implementation

  2. Types of eCRM programsMaking sure your customers come back • One of the difficulties of the Internet is that it can lack personalisation • eCRM systems are designed to provide customer service at all levels of the purchasing process • It is not only about acquiring customers but also about keeping them • eCRM systems can be simple (remembering a consumer’s preferences) or complex by providing direct support and services (avatars and help-lines)

  3. Limitations of eCRM • Difficulties in measuring its success • Failure to identify specific business problems • Lack of Managerial endorsement • Poor user acceptance • Difficulties in automating a poorly define process • Costly integration into existing systems • Information overload

  4. EC Strategy • Organisation Strategy is a broad-based formula for how a business will achieve its mission. • It is important that fundamental questions are asked about a company’s current position and its future direction. • What is the long-term direction of the company? • What is the plan for deploying resources? • What compromises need to be made? • What is the company’s competitive edge? • How does the company achieve sustainable competitive advantage over rivals?

  5. Mission Statement What is your hotels mission statement? Best Western - To enhance brand equity an increase member value Hilton Group - Recognise our team members as key to our success, foster an environment of collaboration and teamwork, continually optimise and invest in our procsses, productivity and quality

  6. Strategy Formulation • SWOT analysis - Remember strength and weaknesses are internal issues, opportunities and threats external • Competitor Analysis Grid - What are the point of difference between your company and your competitors • Scenario planning • PEST analysis - Political, Economic, Social and Technological analysis • How will you measure success of any strategy?

  7. Strengths: • What advantages does the company have? • What does it do better than any other company? • What unique resource does it have access to? • What do people in the market see as its strengths? • What factors mean that it will get the sale ? • Weaknesses • What could it improve? • What should it avoid? • What do people in the market see as its weaknesses? • What factors loses it sales? • Opportunities • Where are the opportunites? • What are the interesting trends that could affect it? • Threats • What obstacles does it face? • What is the competition doing well? • Are the services it provides changing? • Does the company have solvency problems? • Can any of the weaknesses threat the business? SWOT Analysis

  8. e-Strategy Implementation • Implementation of any EC strategy requires project managers that understand the goals of the changes. • EC projects often require substantial investment and a good way to start is to develop pilot programs • Allocate Resources - make sure that the goals of the project are consistent with the resources in hand • Manage the project

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