eCRM is a complex discipline and a term that means different things to different people, but what does it mean to EWA - and more importantly – you and your business?
eCRM for us primarily means deploying customer relationship management (CRM) initiatives via digital channels and hence the term eCRM. Digital channels can include a variety of mediums from email and SMS to ecommerce websites; but the real key is using digital technology to your advantage and making the most of the opportunities eCRM provides to communicate with customers on a one–to-one basis.
eCRM provides businesses with the opportunity to communicate with customers using the Internet, email, SMS, web surveys, social media or other electronic means. When aligned with Customer Insight you are able to personalise your communications to fit each customer’s specific preferences. This means that your messages provide the relevant information, on the right products, through the right channel, and at the right time for every customer.
EWA has a great deal of experience in integrating bespoke marketing databases with digital channels. Through our technical ability and profiling skills we can deliver content unique to each individual through all channels. This enables you to differentiate between your customers - whether they are a regular buyer being recommended products associated to previous purchases; a high value customer that automatically receives an incentive; or a lapsed customer being encouraged to re-engage with you.
What are the benefits of eCRM?
- Improved levels of customer engagement and therefore brand advocacy.
- More effective customer lifecycle management.
- A ‘360 degree’ view of customer behaviour that informs all communications.
- Reduced cost by moving away from untargeted, ‘above the line’ marketing.
- Improved return on your investment in marketing.
At EWA we have a long and successful track record of delivering complex and simple eCRM programmes. We use the perfect partner to Digital Marketing, Customer Insight to unlock the intelligence from your data and then help clients to understand how best to communicate with their customers. This is then used to design and implement effective communications and campaign strategies that deliver tangible and profitable results.
Speak to one of the EWA eCRM specialists today on 01245 492 828, or via our contact form.
Read our Wiltshire Farm Foods case study here