Context of E-CRM III

Companies looking to incorporate "context" into their customer dialogues must centralisze their eCRM business rules and provide each touch point with real time accessibility to them (vs. physically storing them at each touch point). This way, every touch point has access to the same set of rules, providing a consistent and continuous customer experience from one touch point to the next.

Building an object model: The ideal of one-to-one marketing has yet to be achieved as technology has only permitted -the structuring of communications around segments of customers. However, the latest advancements in object technology are breaking down these barriers and enabling true one-toone customer conversations and experiences.

Using object-based programming, such as Java, it is possible to create customer objects that completely model the customer and his/her relationship with an organisation. These object models not only contain all information about a customer; they also are able to store and execute business rules, thus enabling eCRM strategies to take place across channels in real-time.

In addition, these customer objects can live anywhere. The major benefits of object languages include their ability to:

Exist on any database: Be distributed across databases and processes; Update their customer profile in realtime (creating a "virtual data mart").

In addition, customer objects only require the presence of an W network and they can interact, through open APIs, with other applications.

Touch point applications: The current leaders in the CRM space have developed powerful applications for managing customer dialogues at a specific touch point.

Many of these vendors are augmenting their offerings by building tools outside of their touch point of focus and packaging these applications as full eCRM product suites. The benefits to this solution include:

In many cases, an integrated product suite that can share information across applications; A similar look and feel across applications; The management of a single vendor for all CRM needs.

However, there is risk in using the single-vendor approach. As each touch point is specialised in how it manages customer interactions, it is critical to choose applications that best meet the channel-- specific business objectives. It is difficult for a single vendor to offer applications for every touch point that provide the level of CRM sophistication that is competitive with best of breed, single touch point tool providers.

The obvious question then is "how do I integrate best-of-breed touch point applications that come from multiple vendors and have them work as a singular product suite?" Platforms exist today that integrate disparate CRM systems and enable them to work as a cohesive eCRM infrastructure. Using a library of touch point adapters (simple plug-ins that tie customer facing touch point applications to the main platform) leverages the investment made in the current CRM infrastructure and enables the seamless introduction of new CRM packages to the mix.

Managing context within customer conversations is the emerging challenge facing companies as they develop their eCRM strategies. As competition increases and consumers become more demanding about recognition, the ability to maintain consistent and continuous dialogues across channels becomes a critical component to maintaining customer loyalty and increasing profitability.