Customer Relationship (IT and Relationship e-CRM and

Customer Relationship (IT and
Relationship, e-CRM, and Service

Branding)
Presented By
SOKHRULU PHESAO
AHEL VITSU
Contents
IT and Relationship, e-CRM
• Introduction
• CRM Components
• Forging Relationships and Maintaining
Relationships
• Technology for e-CRM
Service Branding
• Brand Value Proposition
• Service Characteristics and Branding
• Branding Implications
• Creating a Strong Service Brand
• Conclusion
• References
IT and Relationship, e-CRM
Introduction
Customers are the most important asset for a business. The
replacement of other business assets may be easy compared to the
customers, given the highly competitive environment. It is for this reason
that customers must be managed for long-term relationships. Customer-
relationship management (CRM) is a way to identify, acquire and retain
customers. The information technology now allows the marketers to forge
and strengthen customer relationships.
CRM COMPONENTS
 Operational
 Analytical
 Collaborative
FORGING RELATIONSHIPS AND MAINTAINING
RELATIONSHIPS
 Company presentation site
 Electronic brochure
 Product and status databases
 Site customisation
 Integrated Voice Response System
 Call centre or information centres
 Wireless messaging
 Interactive websites
TECHNOLOGY FOR e-CRM
The three technologies in the area of internet, work-flow management and data
warehousing have contributed significantly in creation and maintenance of customer
relationships. Handen proposes that the functions performed by these are analogous to
human body functions.
• Web acts as the eye, ears and mouth of a process. It absorbs and disseminates
information.
• Data warehouses act like the brain. It absorbs information and formulates responses
based on patterns.
• The work-flow management is like arms and legs. These arms and legs support data
warehouses and executive its decisions.
SERVICE BRANDING
The American Marketing Association defines brand in the following manner: A
brand is a name, term, sign, symbol, design, or a combination of them, intended to
identify the goods or services of one seller or group of sellers and to differentiate them
from those of competitors.
A brand promises a combination of attributes, benefits, and values to its
customers. Promises could be done by any but what distinguishes a good brand from
others is the delivery. It delivers what it promises. A brand’s promise is what
differentiates one brand from the other and allows creation of customer loyalty.
BRAND VALUE PROPOSITION
The value proposition distinguishes a brand from competition in a manner
perceived relevant by the target customer. There are three routes to developing a bond
with customer. A brand can seek relationship with its target audience on the basis of:
• Functional benefits
• Emotional benefits
• Self-expressive benefits
SERVICE CHARACTERISTICS AND
BRANDING
• Intangibility
• Inseparability
• Heterogeneity
• Perishability
BRANDING IMPLICATIONS
• Service product
• Abstract nature
• Service evaluation
• Variability
• Customer role
• Inter-customer contact
CREATING A STRONG SERVICE BRAND
Strong brands enjoy high ‘mind-share’ with target customers that create market
share. Four approaches could be distinguished for building strong brands. Typically,
companies with strong brands use all of these approaches simultaneously. They are:
• COURAGE TO BE DIFFERENT
• DETERMINE YOUR OWN FAME
• EMOTIONAL CONNECTION
• INTERNALISE THE BRAND
CONCLUSION
A good relationship with customers is much needed in the marketing
environment. This relationship can be forged and strengthen with the help of
IT as they can be used to give information as well as better understand the
customers about the services.
Branding is also an important strategy in building relationship as it
cultivates long-term customer loyalty. A good branding will help minimise
the cost and also maximise the revenue of a company to a great extent.
REFERENCE
• Verma H. V., “Service Marketing”, second edition 2009. Published by Dorling
Kindersley (India) Pvt. Ltd., licensees of Pearson Education in South Asia. Page
no. 367-380.
Th a n k Yo u 

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