Different between CRM (Customer Relationship Management 客戶關係管理) & eCRM (Customer Relationship Management 客戶關係管理):::

CRM (Customer Relationship Management 客戶關係管理) and eCRM (Customer Relationship Management 客戶關係管理) is similar in concept, i.e. concepts used by organizations to manage their relationships with customers, including collecting, storing and analyzing customer information. Both of them are about the management of customer relationship.

It can be viewed as a new part of traditional CRM (Customer Relationship Management 客戶關係管理): eCRM (Customer Relationship Management 客戶關係管理) is the electronic based version of CRM (Customer Relationship Management 客戶關係管理). The User of an eCRM (Customer Relationship Management 客戶關係管理) solution uses the sources of the Internet to increase the relationship to the customer. Web-based CRMs (Customer Relationship Management 客戶關係管理) can easily handle the relationships between Central Sales Management, Regional Sales Offices and their salespeople. The system presents each user a unique view of their CRM data, whichever role they’re in – whether it’s central sales management, customer care, sales administration, regional sales management or in a regional sales team.

eCRM (Customer Relationship Management 客戶關係管理) is the term that some people have used to describe the customer facing portion of the CRM (Customer Relationship Management 客戶關係管理). The term usually implies capabilities like self-service knowledge bases, automated e-mail response, personalization of web content, online product, bundling and pricing etc.

eCRM (Customer Relationship Management 客戶關係管理) gives the internet users the ability to interact with the business through their preferred communication channel and allows the business to offset expensive customer service agents with technology. So the value is the largest one of improved customer satisfaction and reduced cost through improved efficiency.

* A database to store customer information. This can be a CRM (Customer Relationship Management 客戶關係管理) specific database or an enterprise data warehouse.
* Operational CRM (Customer Relationship Management 客戶關係管理) requires customer agent support software.
* Collaborative CRM (Customer Relationship Management 客戶關係管理) requires customer interaction systems, eg an interactive website, automated phone systems etc.
* Analytical CRM (Customer Relationship Management 客戶關係管理) requires statistical analysis software, as well as software that manages any specific marketing campaigns.
* Support CRM (Customer Relationship Management 客戶關係管理) systems require interactive chat software to provide live help and support to web site visitors.


To conclude, as mentioned before, eCRM (Customer Relationship Management 客戶關係管理) focus on a part of operational aspect in CRM (Customer Relationship Management 客戶關係管理) i.e. internet-based CRM (Customer Relationship Management 客戶關係管理) but CRM (Customer Relationship Management 客戶關係管理) include the whole operational and strategic aspects at the same time.

Source: http://hk.knowledge.yahoo.com

Successes using Customer Relationship Management (CRM) 客戶關係管理:::

While there are numerous reports of "failed" implementations of various types of Customer Relationship Management (CRM) 客戶關係管理 projects, these are often the result of unrealistic high expectations and exaggerated claims by Customer Relationship Management (CRM) 客戶關係管理 vendors.

Many of these "failures" are also related to data quality and availability. Data cleaning is a major issue. If the company Customer Relationship Management (CRM) 客戶關係管理 strategy is to track life-cycle revenues, costs, margins and interactions between individual customers, this must be reflected in all business processes. Data must be extracted from multiple sources (e.g., departmental/divisional databases, including sales, manufacturing, supply chain, logistics, finance, service, etc.), requiring an integrated, comprehensive business processing system to be in place with defined structures and data quality. If not, interfaces must be developed and implemented to extract data from different systems. This creates a demand far beyond customer satisfaction to understand the full business-to-business relationship.

For this reason, Customer Relationship Management (CRM) 客戶關係管理 is more than a sales or customer interaction system.
The experience from many companies are that a clear Customer Relationship Management (CRM) 客戶關係管理 requirement with regard to reports (e.g., input and output requirements) is of vital importance before starting any implementation. With a proper demand specification, a great deal of time and money can be saved based on realistic expectations of systems capability. A well operating Customer Relationship Management (CRM) 客戶關係管理 system can be an extremely powerful tool for management and customer strategies.

Customer Relationship Management (CRM) 客戶關係管理 Strategy:::

Several commercial Customer Relationship Management (CRM) 客戶關係管理 software packages are available which vary in their approach to commercial Customer Relationship Management (CRM) 客戶關係管理. However, as mentioned above, Customer Relationship Management (CRM) 客戶關係管理 is not just a technology, but rather a comprehensive customer-centric approach to an organization's philosophy in dealing with its customers. This includes policies and processes, front-of-house customer service, employee training, marketing, systems and information management. Hence, it is important that any Customer Relationship Management (CRM) 客戶關係管理 implementation considerations stretch beyond technology, towards the broader organizational requirements.

The objectives of a Customer Relationship Management (CRM) 客戶關係管理 strategy must consider a company’s specific situation and its customers' needs and expectations. Information gained through Customer Relationship Management (CRM) 客戶關係管理 initiatives can support the development of marketing strategy by developing the organization's knowledge in areas such as identifying customer segments, improving customer retention, improving product offerings (by better understanding customer needs), and by identifying the organization's most profitable customers.[1]

Customer Relationship Management (CRM) 客戶關係管理 strategies can vary in size, complexity and scope. Some companies consider a Customer Relationship Management (CRM) 客戶關係管理 strategy to only focus on the management of a team of salespeople. However, other Customer Relationship Management (CRM) 客戶關係管理 strategies can cover customer interaction across the entire organization. Many commercial Customer Relationship Management (CRM) 客戶關係管理 software packages that are available provide features that serve sales, marketing, event management, project management and finance.

[1] Bligh, Philip; Douglas Turk (2004). Customer Relationship Management (CRM) 客戶關係管理 unplugged – releasing Customer Relationship Management (CRM) 客戶關係管理 's strategic value. Hoboken: John Wiley & Sons. ISBN 0-471-48304-4

Collaborative Customer Relationship Management (CRM) 客戶關係管理:::

The function of the Customer Interaction System or Collaborative Customer Relationship Management (CRM) 客戶關係管理 is to coordinate the multi-channel service and support given to the customer by providing the infrastructure for responsive and effective support to customer issues, questions, complaints, etc.

Collaborative Customer Relationship Management (CRM) 客戶關係管理 aims to get various departments within a business, such as sales, technical support and marketing, to share the useful information that they collect from interactions with customers. Feedback from a technical support center, for example, could be used to inform marketing staffers about specific services and features requested by customers. Collaborative Customer Relationship Management (CRM) 客戶關係管理 's ultimate goal is to use information collected from all departments to improve the quality of customer service.

Remarks: Edwards, John (2007-11-29). Get It Together with Collaborative Customer Relationship Management (CRM) 客戶關係管理 inside Customer Relationship Management (CRM) 客戶關係管理. Tippit. Retrieved on 2008-02-01.

Source: http://en.wikipedia.org/wiki/Main_Page

Customer Relationship Management (CRM) 客戶關係管理 Operation:::

Operational Customer Relationship Management (CRM) 客戶關係管理 processes customer data for a variety of purposes:
▪ Managing Campaigns
▪ Enterprise Marketing Automation
▪ Sales Force Automation

Operational Customer Relationship Management (CRM) 客戶關係管理:::

Operational Customer relationship management (CRM) 客戶關係管理 provides support to "front office" business processes, including sales, marketing and service. Each interaction with a customer is generally added to a customer's contact history, and staff can retrieve information on customers from the database when necessary.

One of the main benefits of this contact history is that customers can interact with different people or different contact channels in a company over time without having to describe the history of their interaction each time.

Consequently, many call centers use some kind of Customer Relationship Management (CRM) 客戶關係管理 software to support their call center agents.

Operational Customer Relationship Management (CRM) 客戶關係管理 processes customer data for a variety of purposes:
▪ Managing Campaigns
▪ Enterprise Marketing Automation
▪ Sales Force Automation

Source: http://en.wikipedia.org/wiki/Main_Page

Technology Considerations on Customer Relationship Management (CRM) 客戶關係管理:::

The technology requirements of a Customer Relationship Management (CRM) 客戶關係管理 strategy must be guided by an overall view of who is the customer and what value they are to get from engaging with the organization.

The basic building blocks:
A database for customer lifecycle (time series) information about each customer and prospect and their interactions with the organization, including order information, support information, requests, complaints, interviews and survey responses.

Customer Intelligence - Translating customer needs and profitability projection into game plans for different segments or groups of customers, captured by customer interactions (Human, automated or combinations of both) into software that tracks whether that game plan is followed or not, and whether the desired outcomes are obtained.

Business Modeling - Customer Relationship Strategy 客戶關係策略, Goals and outcomes: Numbers and description of whether goals were met and models of customer segments and game plans worked as hypothesized.

Learning and Competency Management Systems - Customer Capacity and Competency Development - Training and improving processes and technology that enable the organization to get closer to achieving the desired results. Complex systems require practice in order to achieve desired outcomes, especially when humans and technology are interacting. Iteration is the key to refining, improving and innovating to stay ahead of the competition in Customer Relationship Management (CRM) 客戶關係管理. (Successful tools, technology and practices will be copied by the competition as soon as they are proven successful.)

Analytics and quality monitoring - Voice recognition, video pattern matching, statistical analysis, activity-based costing to ultimately determine profitability of customer relationship policies and activities over the lifecycle of each group of customers sharing a defined set of characteristics.

Collaboration and Social networks - Profiling and interactive technology that allows the customers to interact with the business and their fellow customers and others: prospective customers, strategic partners.

The building blocks can be implemented over time separately, but eventually need to be dynamically coordinated. The ongoing alignment of the basic building blocks distinguishes an elegant seamless Customer Relationship Management (CRM) 客戶關係管理 implementation which successfully builds mutually valuable relationships.

Source: http://en.wikipedia.org/wiki/Main_Page

Definition of Customer Relationship Management (CRM) 客戶關係管理 :::

Customer Relationship Management (CRM) 客戶關係管理 is a customer-centric business strategy with the goal of maximizing profitability, revenue, and customer satisfaction.[1] Technologies that support this business purpose include the capture, storage and analysis of customer, vendor, partner, and internal process information. Functions that support this business purpose include Sales, Marketing and Customer Service, Training, Professional Development, Performance Management, Human Resource Development and Compensation.

Technology to support Customer Relationship Management (CRM) 客戶關係管理 initiatives must be integrated as part of an overall customer-centric strategy. Many Customer Relationship Management (CRM) 客戶關係管理 initiatives have failed because implementation was limited to software installation without alignment to a customer-centric strategy.[2]


[1] Bligh, Philip; Douglas Turk (2004). CRM unplugged – releasing Customer Relationship Management (CRM) 客戶關係管理 's strategic value. Hoboken: John Wiley & Sons. ISBN 0-471-48304-4.
[2] Rigby, Darrell K.; Frederick F. Reichheld, Phil Schefter (2002). "Avoid the four perils of Customer Relationship Management (CRM) 客戶關係管理 ". Harvard Business Review 80 (2): 101–109. 

Source: http://en.wikipedia.org/wiki/Main_Page

客戶關係管理 Customer Relationship Management (CRM)方案:::

客戶關係管理 Customer Relationship Management (CRM)方案是一套獨特、集可用性、多功能、客戶化於一身的系統，可助企業於現今充滿挑戰的商業環境有效提升競爭力，全面的功能模塊包括銷售和市場營銷、電郵營銷、客戶服務、支援、管理、連結等。

客戶關係管理 Customer Relationship Management (CRM)可快速地獲取、分配、組織、儲存所有客戶交流資料包括電話、電郵甚至是自動化網上接觸。當你每次與客戶透過商業智能或數據庫管理等接觸時，這些資訊皆可被儲存、分析和使用。採用 客戶關係管理 Customer Relationship Management (CRM)可確保公司可更有效地管理客戶關係 (Customer Relationship)，將潛在客戶轉為銷售對象並增加客戶忠誠度。因此，透過提升客戶滿意度， 客戶關係管理 Customer Relationship Management (CRM)解決方案有助提高公司利潤。

客戶關係管理 Customer Relationship Management (CRM) 系統:::

在現今客戶為主導的商業社會，以資料及業績表現作主導的企業，若要增強企業的競爭力，建立忠心長期客戶關係及提供優質客戶服務是不可缺少的因素。企業應用合適的客戶關係管理 Customer Relationship Management (CRM) 系統，有助瞭解及分析客戶及市場的需要，對提升企業潛能是有莫大幫助。所以，作為企業的管理層，定必要選取合適的客戶關係管理 Customer Relationship Management (CRM) 系統，以良好的客戶關係來達至理想的業績。


企業的領導層及管理人員如何選擇合適的客戶關係管理 Customer Relationship Management (CRM) 系統，以提升企業潛能、改善銷售業績，當中定必考慮以下各點：

• 客戶關係管理 Customer Relationship Management (CRM) 系統對公司起了甚麼功能？
• 在決定投資建立客戶關係管理 Customer Relationship Management (CRM) 系統前公司應考慮甚麼因素？
• 如何有效地令客戶關係管理 Customer Relationship Management (CRM) 系統與企業原來的管理系統整合？
• 建立客戶關係管理 Customer Relationship Management (CRM) 系統後公司應作何跟進及評估？
• 如何運用客戶關係管理 Customer Relationship Management (CRM) 系統處理寶貴客戶資料，提升客戶服務質素，以達到更高業務利潤？