Online Retailing and Customer Engagement

2021 ◽  
pp. 184-195
Author(s):  
Ramanjaneyulu Mogili ◽  
Thamaraiselvan Natarajan
Keyword(s):  
Relationship Management ◽  
Customer Relationship ◽  
Customer Engagement ◽  
Online Retailing ◽  
Online Retail ◽  
Doing Business ◽  
Factors Influencing ◽  
Online Retailers ◽  
Challenging Tasks ◽  
Social Media Platforms

The growth of online retail has changed the course of customer relationship management (CRM) at large. There are a variety of challenges faced by the marketers besides the opportunities of doing business online although the application of advance technologies has helped resolve issues pertaining to CRM to the maximum extent. However, customer engagement (CE), one very important of aspects of CRM, is very critical in online retailing and dynamically complex. Online retailers are using advance technologies and social media platforms to engage customers and optimize the benefits of customer engagement. To gain new customers and retain loyal ones have been challenging tasks, and hence, continuous customer engagement with creative ideas and content is the only solution. The present chapter focuses on the important of customer engagement by online retailers, factors influencing CE, and how marketers need to optimize customer engagement through innovative and analytical methods.

scholarly journals Strategic Firm Commitments and Rewards for Customer Relationship Management in Online Retailing

2005 ◽  
Vol 69 (4) ◽  
pp. 193-200 ◽  
Author(s):  
Raji Srinivasan ◽  
Christine Moorman
Keyword(s):  
Customer Satisfaction ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationship ◽  
Third Party ◽  
Online Retailing ◽  
Performance Effect ◽  
Online Retailers ◽  
Online Experience ◽  
Strategic Context

Academic studies offer a generally positive portrait of the effect of customer relationship management (CRM) on firm performance, but practitioners question its value. The authors argue that a firm's strategic commitments may be an overlooked organizational factor that influences the rewards for a firm's investments in CRM. Using the context of online retailing, the authors consider the effects of two key strategic commitments of online retailers on the performance effect of CRM: their bricks-and-mortar experience and their online entry timing. They test the proposed model with a multimethod approach that uses manager ratings of firm CRM and strategic commitments and third-party customers' ratings of satisfaction from 106 online retailers. The findings indicate that firms with moderate bricks-and-mortar experience are better able to leverage CRM for superior customer satisfaction outcomes than firms with either low or high bricks-and-mortar experience. Likewise, firms with moderate online experience are better able to leverage CRM into superior customer satisfaction outcomes than firms with either low or high online experience. These findings help resolve disparate results about the value of CRM, and they establish the importance of examining CRM within the strategic context of the firm.

Social CRM Analytics

2015 ◽  
pp. 22-41
Author(s):  
Prerna Lal
Keyword(s):  
Social Media ◽  
Relationship Management ◽  
Customer Relationship ◽  
Customer Engagement ◽  
Community Based ◽  
Social Crm ◽  
Social Media Platforms ◽  
The Relationship ◽  
Industry Professionals ◽  
New Strategies

Social CRM entails the premise of customer relationship management channelizing the latent power and potential of social media platforms to enhance customer engagement. Social CRM encompasses a community-based environment in which the control and rules of engagement in the relationship with organizations has shifted from the unidirectional ways of traditional CRM directly to the customer who has the power to influence others in his social network. Marketers are expending efforts and devising new strategies to understand the field of social media and networks to demystify and understand consumer behaviors, patterns of engagement and attitudes and then harness the gained insights for business value. Analytics can help marketers in analyzing social CRM data to identify the most valuable insights from conversations driven by peer groups, industry professionals, prospects, customers and competitors. The objective of this chapter is to explore the opportunities analytics provides to organizations in terms of converting social CRM data into useful insights for designing CRM strategies.

ANALISA INTERAKSI USER DI MEDIA SOSIAL MENGENAI INDUSTRI FINTECH MENGGUNAKAN SOCIAL NETWORK ANALYSIS (STUDI KASUS: GOPAY, OVO DAN LINKAJA)

2020 ◽  
Vol 4 (3) ◽  
pp. 341-351
Author(s):  
Alisya Putri Rabbani ◽  
Andry Alamsyah ◽  
Sri Widiyanesti
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Customer Relationship Management ◽  
Word Of Mouth ◽  
Relationship Management ◽  
Customer Relationship ◽  
Customer Engagement ◽  
Electronic Word Of Mouth ◽  
Financial Technology

Financial technology (Fintech) mengalami pertumbuhan yang cukup pesat sejak awal kehadirannya di Indonesia. Fintech merupakan industri jasa finansial yang memanfaatkan teknologi sehingga memungkinkan penggunanya melakukan berbagai transaksi keuangan secara digital. Saat ini banyak fintech baru yang bermunculan di Indonesia, sehingga dibutuhkan strategi yg tepat untuk bisa bersaing dgn kompetitor. Analisis interaksi pengguna media sosial, biasa disebut dengan Electronic Word of Mouth (EWOM) dapat memberikan informasi yang dapat mendukung berbagai keputusan bisnis, salah satunya adalah terkait customer engagement. Tujuan dari penelitian ini adalah mengidentifikasi customer engagement yang terbentuk dari hasil implementasi Social Customer Relationship Management (SCRM) yang dilakukan oleh perusahaan. Data yang digunakan dalam penelitian ini adalah data sekunder yang merupakan data tweets berisi interaksi pengguna twitter mengenai 3 fintech di Indonesia yaitu GoPay, OVO, dan LinkAja. Analisis data dilakukan peneliti mengunakan metode social network analysis dengan menghitung properti jaringan dari ketiga objek penelitian. Hasil menunjukkan bahwa LinkAja mebentuk customer engagement lebih optimal lewat implementasi SCRM yang dilakukan perusahaan.  

scholarly journals MEMBANGUN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PADA USAHA RITEL PASAR TRADISIONAL DI KOTA TANGERANG SELATAN

2021 ◽  
Vol 3 (2) ◽  
Author(s):  
Thio Lie Sha ◽  
M Tony Nawawi Tony Nawawi ◽  
Rosmita Rasyid Rosmita Rasyid
Keyword(s):  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationship ◽  
Online Retail ◽  
Building Relationships ◽  
Team Members ◽  
Traditional Markets ◽  
Retail Business ◽  
Retail Trading ◽  
Lack Of Knowledge

In community service activities that have been carried out in Tangerang City, the aim of this activity is to conduct training in retail businesses in South Tangerang, in building relationships with customers. Providing knowledge on how to build good relationships with customers is expected to increase customer loyalty. This activity refers to the results of internal grant research from PKM team members on customer relationship management (CRM). For retail businesses, it is very important to build customer relationship management (CRM) in increasing and maintaining loyal customers. The partner that is used as a place of activity is engaged in retail trading in eight traditional markets in South Tangerang, and has been in business for 6 years. With preliminary observations made on partners, several problems faced by these partners were identified, including a). Lack of knowledge of partners in doing good relationships with customers. b) lack of knowledge of partners to analyze customer relationship management (CRM) programs in maintaining customers. Based on the analysis of partner problems, there is still weak knowledge of customer relationship management (CRM) so that partners have not been able to build relationships with customers. The method offered in this activity is training online retail business owners. The results of this activity indicate that the partners are very enthusiastic in listening to and discussing the CRM material delivered by the PKM TEAM. Thus the understanding of partners about CRM will be further improved. ABSTRAK:Pada kegiatan pengabdian kepada masyarakat yang telah dilaksanakan di Kota Tangerang, yang bertujuan untuk kegiatan ini adalah melakukan pelatihan pada usaha ritel di Tangerang Selatan, dalam membangun hubungan dengan pelanggan. Dengan pembekalan pengetahuan tentang cara membangun hubungan yang baik dengan pelanggan diharapkan dapat meningkatkan loyalitas pelanggan. Kegiatan ini mengacu dari hasil penelitian hibah internal dari anggota tim PKM tentang customer relationship managemen (CRM). Bagi usaha ritel sangat penting membangun customer relationship managemen ( CRM) dalam meningkatkan dan mempertahankan pelanggan yang setia. Mitra yang dijadikan tempat kegiatan adalah bergerak dalam bidang perdagangan eceran di pasar tradisional delapan Tangerang Selatan , dan sudah melakukan usaha selama 6 tahun. Dengan observasi awal yang dilakukan pada mitra teridentifikasi beberapa persoalan yang dihadapi mitra tersebut diantaranya a). Kurangnya pengetahuan mitra dalam melakukan hubungan yang baik dengan pelanggan. b) kurangnya pengetahuan mitra menganalisis program customer relationship managemen (CRM) dalam mempertahankan pelanggan. Berdasarkan analisis masalah mitra , masih lemahnya pengetahuan akan customer relationship managemen (CRM) sehingga mitra belum mampu membangun hubungan dengan pelanggan. Metode yang ditawarkan pada kegiatan ini adalah pelatihan kepada pemilik usaha ritel secara daring. Hasil kegiatan ini menunjukkan bahwa mitra sangat antusias dalam mendengarkan dan berdiskusi tentang materi CRM yang disampaikan oleh TIM PKM. Dengan demikian pemahaman mitra tentang CRM akan lebih meningkat.

Modern Business Strategy Customer Relationship Management in the Area of Civil Engineering

2014 ◽  
Vol 678 ◽  
pp. 644-647 ◽  
Author(s):  
Mijat Jocovic ◽  
Boban Melovic ◽  
Nikolay Vatin ◽  
Vera Murgul
Keyword(s):  
Customer Relationship Management ◽  
Business Strategy ◽  
Civil Engineering ◽  
Relationship Management ◽  
Customer Relationship ◽  
Competitive Advantages ◽  
Business Results ◽  
Doing Business ◽  
Long Run ◽  
Modern Business

Customer Relationship Management (CRM) is a modern business strategy which creates and maintain long term and profitable relations with the buyers. CRM serves for planning and maintaining processes of sales and strengthening competitiveness by registering all interactions of the company with its buyers and suppliers. This system collects and consolidates information from various sources within the company, and where it is possible, they collect information from the company's surroundings in order to offer unique image about each single client, in the real time. Aim of the paper is to show that CRM strategy can be successfully implemented in doing business in the area of civil engineering, so that good business results can be generated on that basis and strengthen competitive ability. Achieving close relations with customers represents main tools for obtaining competitive advantages, thus this paper will show the significance of setting up these relations with customers as well as ways how CRM can contribute to improving better operations on the long run.

The Fundamentals of Customer Relationship Management

2018 ◽  
pp. 44-60
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Customer Relationship Management ◽  
Business Performance ◽  
Relationship Management ◽  
Customer Retention ◽  
Customer Relationship ◽  
Customer Engagement ◽  
Sustainable Competitive Advantage ◽  
Business Growth ◽  
Business Environments ◽  
Modern Business

This chapter presents the overview of customer relationship management (CRM), CRM and customer retention, CRM and customer engagement, CRM and technological utilization, and the importance of CRM in modern business. With the support of advanced technologies, CRM is the advanced approach that can enhance companies to achieve the positive relationships with customers, and can increase both customer retention and customer engagement in their products and services. The application of CRM can promote the capability of interacting with customers conformed to their customer requirements, and can help increase both sales and business growth in the competitive business environments. The chapter argues that utilizing CRM has the potential to enhance business performance and gain sustainable competitive advantage in the digital age.

Integrating Social Media and Traditional CRM

2015 ◽  
pp. 624-651
Author(s):  
Kanghyun Yoon ◽  
Jeanetta D. Sims
Keyword(s):  
Social Media ◽  
Life Cycle ◽  
Relationship Management ◽  
Customer Relationship ◽  
Customer Engagement ◽  
Creation Process ◽  
The Core ◽  
Social Crm ◽  
Value Creation Process ◽  
Over Time

In recent years, marketers have paid lots of attention to a new field called social CRM, created from the combination of social media and traditional customer relationship management (CRM) practices. In the past, traditional CRM practices have mainly focused on the task of valuing individual customers' profitability through relationship management over time as the proxy of creating the firm's value. Shifting away from this trend, firms have recently attempted to promote customer engagement into the value creation process as the core of CRM strategy. This chapter proposes conceptual guidelines for the success of social CRM practices, while considering the development of personalized customer engagement programs with social media depending on customer status over the life cycle.

Electronic Customer Relationship Management (E-CRM) Practices of Micro, Small, and Medium Scale Enterprises in Ghana

2015 ◽  
pp. 72-94
Author(s):  
Rebecca Baah-Ofori ◽  
George Kofi Amoako
Keyword(s):  
Social Media ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Cost Effective ◽  
Customer Relationship ◽  
Medium Scale ◽  
Social Media Platforms ◽  
Share Information

This book chapter is aimed at finding out how SMEs in Ghana employ electronic customer relationship management (E-CRM) to improve their business performance.Case studies were used and five companies were selected and their managers interviewed. The study found that there is a growing awareness among SME owners about social media platforms. It also found that SME owners use such platforms for marketing and e-CRM purposes. The most reported social platforms used for e-CRM were found to be Facebook, WhatsApp and Instagram. Regarding the effectiveness of these platforms for marketing and e-CRM, the SME owners interviewed intimated that they are fast, convenient, and cost effective marketing platforms. This study concludes that SMEs in Ghana are aware of and use mostly free internet platforms such as Facebook, WhatsApp and Instagram for e-CRM. Specifically, SMEs use such platforms to share information with clients and build and maintain relationships.

Blockchain for Transformation in Digital Marketing

2022 ◽  
pp. 274-298
Author(s):  
Parminder Varma ◽  
Shivinder Nijjer ◽  
Bhalinder Kaur ◽  
SANDHIR SHARMA
Keyword(s):  
Relationship Management ◽  
Digital Transformation ◽  
Customer Relationship ◽  
Security And Privacy ◽  
Digital Marketing ◽  
Consumer Experience ◽  
Promising Technology ◽  
Doing Business ◽  
Traditional Approaches ◽  
Number Of Firms

Today, an increasing number of firms are embracing blockchain as part of their efforts to achieve operational efficiency and improve performance, thereby acting as a catalyst to bring about digital transformation. Gartner listed blockchain as the most promising technology in digital marketing in the year 2019. Blockchain is driving digital transformation by forcing organizations to rethink how they operate, in terms of identifying ineffectiveness of traditional approaches to doing business, to address their business needs, promote innovation, and through establishment of standard frameworks. Blockchain shows massive disruption potential in the area of customer relationship management and enhancing consumer experience, besides improving trust, security, and privacy. Therefore, this chapter focuses on providing an enlightenment on how blockchain can specifically address the areas of transformation in digital marketing, prominent frameworks in use, and listing the benefits and challenges of implementing this technology.

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