The importance of eCRM

The aim of customer relationship management is to identify the companies’ most valuable customers and ensure their satisfaction. Electronic customer relationship management is a vital element of the customer’s relationship with any business. eCRM involves the integration of web channels into the overall enterprise CRM strategy with the goal of driving consistency within all channels relative to sales, customer service and support and marketing initiatives (Gartner) The main function of eCRM is to give customers an experience that is seamless and satisfactory but also encourages them to return to the website repeatedly and also increase customer loyalty ensuring customers don’t go to competing websites.

To have successful eCRM relationship building is vital. This allows businesses to target customers and build a valuable relationship with them and recognise their needs.  Relationships need to be built with current customers, lapsed customers and also potential customers. Lapsed customers are customers that haven’t returned the aim of building a relationship with them is to discover reasons they have not returned. Effective relationship building is defined by the 5rs and they include deliver the right message, to the right person, at the right time, via the right way, at all times be relevant.

Paddy Power are an example of company that has recently recognised the customer need for paddy power online, this allows customers use all the services they would use in store, on-line. The release of the app has increased customer satisfaction and brings convenience to the customer resulting in brand loyalty. Paddy power also has various other channels such as blogs, YouTube, Facebook and Twitter this allows customers use multi channels to connect with them and this gives Paddy Power the opportunity to have effective content that engages with customers. In 2013 Paddy Power launched the first product to offer real money sports betting on Facebook.(Paddy Power.com) They also have many channels of customer service online for the convenience of the customer. For example they have a dedicated @askpaddypower Twitter page dedicated to customer queries.