eCRM Conclusion

Understanding customer expectations and segmentation (based on products, channels, and industry) is the right place to start. Already, 32 percent of online shoppers name customer service as the most important component in choosing an online retailer; 39 percent name price. At the very least, any company with a Web presence must guarantee that e-mail aliases shown on the Web site are monitored, and that e-mail queries sent through these aliases receive a prompt response. On the self-service side, offering at least a few static FAQ can improve the customer experience. Such basics are still beyond the current offerings of one- third of U.S. retailers based on a survey conducted by Talisma in June 2000. Out of more than 700 leading e-businesses surveyed, 33 percent do not respond to basic e-mail queries regarding their policies and companies.

Once the basics are in place, companies will be able to quickly expand their relationship capabilities in the direction of marketing and sales, using more advanced tools such as proactive and reactive chat, dynamic FAQ, and electronic campaigns. In this respect, eCRM is very similar to past eCRM initiatives focusing on improving other aspects of a business’ operations. eCRM is more of a process than an end state, and carefully selected incremental approaches yield the best returns.

Source: Talisma™ eCRM Suite Best Practices White Paper