eCRM stands for electronic Customer Relationship Management. It is a way of managing customer relations – both with existing customers and prospective customers – through the use of digital technology.
At its simplest, eCRM is a tool that you use to keep in contact with your customers. This can range from sending emails or text messages to offering discounts to loyal customers through digital channels. As technology advances, however, the scope of eCRM expands to encompass a wide variety of digital marketing activities.
It can, for instance, include many aspects of managing customer information and interactions such as customer segmentation, marketing automation, communication tools and analytics. This allows for a deeper level of understanding and engagement with customers which has not been possible before.
Businesses using eCRM can collect and store vast quantities of detailed customer data which can be used to market to customers in a more targeted and personalised way. It is also possible to use this data to create campaigns and measure the impact on customers. This kind of analysis allows businesses to better understand their customers and develop strategies to boost loyalty and increase sales.
It is important to consider the ethical aspects of eCRM when creating emails and other forms of communication. The European General Data Protection Regulation (GDPR) sets out strict rules governing how customer data should be collected, stored, and used. It is important to consider GDPR requirements when implementing any kind of eCRM activity.
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Best practices in eCRM include understanding the basic principles of how to do it well. This includes targeting and segmenting customers, understanding customer behaviour and preferences, setting up and reporting on campaigns, creating attractive emails and content, and testing and optimising campaigns.
Also key is ensuring that customer data is managed effectively, regularly auditing processes and systems to ensure that customer data is kept secure, and using analytics to measure impact and inform strategy. It is important to have a firm grasp of the tools and technologies available, as well as an understanding of the benefits that can be gained from using them.
One key benefit of eCRM is that it can be used to increase customer retention and loyalty. This could include offering personalised discounts or content tailored to the preferences of a particular customer, as well as offering rewards or incentives. Additionally, eCRM can be used to gather comprehensive customer feedback, allowing businesses to gain invaluable insights into customer needs and expectations.
It is also important to keep track of customer journey data, such as the number of views and clicks an email or webpage has received. This data can be used to personalise content and tailor offers to customers based on their level of engagement. Finally, businesses should use metrics to measure the success of eCRM campaigns, such as conversion rates, open rates, click-through rates, and customer retention rates.