E-Business?s Best Friend: eCRM

From Ebay to the smallest home-operated start-up, e-businesses of all sizes struggle to accurately answer a common question: who are my customers? If you can't answer that question, chances are you're also in the dark about the following questions. What customer demand trends can I expect in the future? How can I improve customer retention? What can I do to build long-term relationships of trust with customers? Knowing the answer to these questions can mean the difference between long-term growth and profitability and crashing and burning.

Enter eCRM

With the proliferation of e-business into just about every consumer market, customers are faced with more options than ever. As a result, they have naturally become increasingly demanding both of the products they purchase and customer service they receive. The idea is that, "if company A doesn't meet my expectations, I can always go to companies B thru Z. By merely doing a Google search on your product or service you can quickly discover the number of competitors waiting for the chance to eat your lunch.

The importance of eCRM is highlighted when you think of the fact that e-business' customer 'touch points' are limited and usually virtual. There's seldom any face-to-face contact because the company usually doesn't have a physical location, just a web domain.

Because of the relatively recent appearance of eCRM on the business scene, many people aren't quite sure how to define it. In fact, the definition of eCRM varies almost as widely as the techniques companies use to manage it. For some people, eCRM may be as simple as pulling data off their order tracking system; they may believe keeping track of who bought what tells them the whole story. Other e-businesses with more experience may take a more complex view; metadata, datamining and drilldowns, and CTI can all be seen as vital eCRM tools used to paint a picture of the customer.

Unfortunately, because of the recent inundation of eCRM systems to the market, some e-business fall into a 'can't-see-the-forest-for-the-trees' syndrome; management may get lost in the data and lose sight of their goals. The purpose of eCRM isn't to collect data in new and interesting ways, it's to answer the questions above. Still, crossing the gap between software and results remains a feat few eCRM systems are able to accomplish.

The problem with many eCRM systems is that they either, 1) collect irrelevant or insufficient data, or 2) don't correctly interpret data. While the second point is largely what management gets paid for, we must remember that small and medium business is the largest market segment for eCRM. These businesses are usually run from home by individuals with little or no formal business education.

The good news for startup e-businesses is that many of the newer eCRM providers will handle the nitty-gritty aspects of your customer relationship management system for you, effectively freeing up more of your time for other important tasks.

Cameron Brown is an internet marketer specializing in ranking automation. For more information on eCRM, please visit Inside Sales.

---

At the Carwash; The Customer really is always Right

You have no doubt heard the saying that the customer is always right. When you are a customer you happy with this position, when you are the... Read More

Dealing with People - Words to Avoid

You probably realise how the wrong tone of voice and negative body language can cause problems when dealing with other people, particularly customers and staff. However, using... Read More

Customer Service, the Internets Primary Neglected Business Concern

Customer service is everything to a business. Just look at big, successful retail chains: They let you return perfectly good merchandise just because you changed your mind.... Read More

Leverage Customer Capital First

If you're still dreaming about raising outside capital for your business before you have any paying customers, I've got a nice big bucket of ice water to... Read More

Transforming Disgruntled Customers into Your Biggest Advocates

"I am writing to complain about the widget I bought from your site the other day."Sell anything and eventually you will be on the receiving end of... Read More

Handling Difficult Customers - 8 Strategies

In any business our customers are one of our most important assets. Unfortunately there are days when not all customers want to be friendly or pleasant. On... Read More

Customer Service Consultants

When all else fails in your company to meet the needs of your customer consider a customer service consultant. If you find that agents in your company... Read More

How to Keep Customers

Who was it that said - "The customer is always right"? Well for those of you who can't get through the day without knowing, it was H... Read More

7 Bits Of Critical Information You Cant Afford NOT To Know About Your Customers

If you think customer relationship management is just a piece of software, you're dead wrong. Customer relationship management is about understanding your customers. It's about really knowing... Read More

Caring for Your Customers

You probably think I am going to say something like, "The customer is always right." Right?? Wrong.I have many philosophies when dealing with customers, but I definitely... Read More

Increase in Customer Sales = Increase in Customer Service

One of the most popular questions asked in online business forums or even by my customers and subscribers is this :"How the hell can I increase my... Read More

Your Number One Asset

Customers put you in business, keep you in business, and they can put you out of business. Therefore, your overriding feelings at all times should be: customer... Read More

Cheap To Keep

You've heard it all before when it comes to stats about customer retention. Acquiring a customer costs five to 10 times more than retaining one. Repeat customers... Read More

Customer Satisfaction Is Your Business

Regardless of what business you are in - you are really in the business of satisfying customers. The degree of customer satisfaction you deliver determines the level... Read More

Cultivating the Trust Factor

In today's highly competitive economy, it is difficult to maintain a significant market advantage based on your professional skills alone. Developing a trusting relationship with your clients... Read More

Why You Should Always Honour Your Guarantees - Even When The Customer Is In The Wrong

The Reason Why Direct Internet Marketers Have To Work So Hard To Earn Our TrustA bad attitude to customer service can literally destroy your business.So, I thought... Read More

How CRM Software Works -- Creating Customer Satisfaction with a Click

When people ask, "What is CRM?" the literal answer is, "Customer Relationship Management," but that doesn't really convey much in terms of what all CRM does for... Read More

Customer Service - Winning Customer Experiences

Winning Customer ExperiencesMuch research has been done on what the makes a winning customer experience. What is it that makes customers come back to your business instead... Read More

How to Walk the Floor and Talk to Customers

This may seem a strange topic to introduce. Yet, it is the most under-used skill by many retail managers, but one of the most important roles in... Read More

Responding to Complaints

It's possible that in the course of your business dealings, you may (just may) have to deal with a complaint from a customer or client ....There are... Read More

Customer Conversion Mistakes That Will Cost You

The following are common mistakes that Sales Managers and Owners make in the sales process which could be costing you thousands or even hundreds of thousands in... Read More

The Logic of Emotion!

Homebuyers are an interesting study. Watching people make their home buying decisions has brought me to the conclusion that every decision that every one of us makes... Read More

Do You Want More Profits? - Follow The Golden Rules Of Providing Good Customer Service

Last night I was at my computer and a Skype chat window opened up with a link in it from a stranger. I clicked the link and... Read More

When a Customer Has Done Everything to Get Your Goat

You try to make your customers happy. You sincerely WANT them to be pleased with your products and service. You go out of your way to provide... Read More

Moments That Matter

Many years ago, I was a first year apprentice assigned the task of pressure washing a set of condensing coils on the roof of a grocery store... Read More

Develop Loyal Customers for a Lifetime ? part 2 (11 ? 20)

Traditional marketing strategies encourage business owners to continually grow their businesses by adding new customers. In today's competitive world of business, it is more important than ever... Read More