E-CRM IN E-TAIL ORGANIZATIONS - A BOON FOR TECHNOLOGICAL INFRASTRUCTURE DEVELOPMENT - Allied Business ...
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Academy of Marketing Studies Journal Volume 26, Special Issue 2, 2022
E-CRM IN E-TAIL ORGANIZATIONS — A BOON FOR
TECHNOLOGICAL INFRASTRUCTURE
DEVELOPMENT
Md Wadood Alam, Maulana Azad National Urdu University
Mohammed Abdul Azeem, Maulana Azad National Urdu University
Md Rashid Farooqi, Maulana Azad National Urdu University
Md Faiz Ahmad, Malla Reddy University
Mohammed Arshad Khan, Saudi Electronic University
Mohd Janey Alam Khan, G F College Shahjahanpur
ABSTRACT
The implementation of e-CRM in e-tail Organization cannot be overlooked. This will act as
a boon for technological infrastructural development. In this research paper we try to highlight
the significance of e-CRM in e-tail sector and how technology play a crucial role in it to develop
as a giant infrastructure. With a powerful CRM technology system and a proactive approach, we
can gather a lot of information about customer base and use the data to enhance the sales
volume, forecast a better market and increase the business and profit effectively. Because of
dynamic growth of internet there is a fast change in the view point of e-tail sector regarding
customer relationship management. With the help of e-tailing, e-CRM can be expressed which
allow the sector to communicate with the existing and potential customer, acquiring and
retaining customers in a convenient way.
The main objective of this paper is to analyze the impact of e-CRM for enhancing the
services delivered by e-tail sector with the help of respective applications of e-CRM i.e.,
Chatbots, AR (Augmented Reality)/VR (Virtual Reality, Virtual Customers, Interactive Voice
Response, Voice over Internet Protocol etc.
Keywords: CRM, e-CRM, Chatbot, IVR, VoIP.
INTRODUCTION
"The customer is the king of market"? Because consumers determine the product's and
services' lifespans, they decide loyalty towards a particular product for a long time or abandon it
after a short amount of time. E-Customer Relationship Management (e-CRM) has evolved into a
fairly complete corporate approach in recent years. e- CRM technologies have grown more
important in the age of internet and blossoming of information technology for the benefit of the
business sector (Bishnoi, 2014). As a result, Electronic Client Relationship Management (E-
CRM) is a method through which a firm may associate with their potential and existing customer
not only for single transactional relationship but also for multiple transactions in the future as
well. Due to technological advancement shoppers have become very active and they search
everything within a click of mouse. They dislike to receive unnecessary information related to
products and services, they just want to know accurate and straightforward information (Authors,
F., 2019). CRM is a traditional concept for managing customer relationships and enabling the
customer to stay with an organization for a long time.
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Citation Information: Alam, M.W., Azeem, M.A., Farooqi, M.R., Ahmad, M.F., Arshad Khan, M., & Alam Khan, M.J. (2022). E-crm
in e-tail organizations — a boon for technological infrastructure development. Academy of Marketing Studies
Journal, 26(1), 1-8.Academy of Marketing Studies Journal Volume 26, Special Issue 2, 2022
However, as technology advances customers do not want to pass time in visiting brick and
mortar shop to purchase most of the products. As a result, a new concept known as e-CRM
emerges. Companies may collect vast amount of data using an e-CRM system, which allows
them to categorize customers on micro level segment with the help of that every information
regarding customer data, company can easily recognize consumer’s needs and wants very
sharply. Now-a-days, e-tail organizations are become more active, and they want to spread their
product information rapidly, for all these smooth transactions they are applying e-CRM
applications like - VoIP, VC, Web design and many more. e -tail organization also employs
CRM solutions that allow them to quickly discover the characteristics of the consumers. Also,
inform them time to time about new and soon-to-be-released items. E-CRM has a wide range of
software technology applications and implementations in the business. COVID era is the
burning example, in which about 87% of the mobile app seeker enjoys online marketing and
ordering products without visiting brick and mortar shopping house.
In the boom era of IT (Information & Technology) e-tail sectors depends heavily on
information technology. Traditional retailers easily manage due to its small size, and most
businesses were managed by the owner-manager without the use of an effective and reliable IT
system (Farooqi & Iqbal, 2019). However, modern e-tail formats such as supermarkets and
supply chain management impossible to operate without the use of e-CRM and information &
communication technology
Literature Review
Customer Relationship Management (CRM) has evolved into a fairly complete corporate
approach in recent years. CRM suits have grown more important in the age of internet boom, and
become more efficient for the IT Business world.
Customer relationship management depends upon shopper acquisition and retention, which leads
to lucrative transactions over a lengthy period of time with fewer customer defections (Mathew,
2017). Recently, several loyalties programmed have been implemented by Indian e-tail
organizations, such as Reliance Fresh's "Reliance One" project, Big Bazaar's "EDLP," and
Pantaloons' "green card" program.
e-tailing refers to the selling of goods and services to the end consumers by individuals or
businesses with the help of internet applications. There are several benefits of information
technology, including increased supply chain efficiency, enhanced shopping experiences, and
avenues for IT investment. Modern e-tail organization is primarily reliant on information
technology (Farooqi et al., 2021). Traditional retailing was easier to manage due to its small size,
and businesses were managed by the owners’-manager without the implementation of IT system.
However, modern e-tail stores such as Flipkart, Amazon and large chains controlled by large
corporations are impossible to operate without e-CRM application and ICT (Bishnoi, 2014).
Analytical CRM is the collection of customer’s data as a regular process. In this type of CRM
mainly focuses on the characteristics of customer needs and wants, on that basis create new
business opportunities. Operational CRM means the multiple way of communication with
customers by the use of application software like- Chatbots, voice over internet protocol, web-
based email etc. (Farooqi et al., 2013).
Although the e-tailing sector in India is booming these days and providing convenient
services to its customers, one should keep in mind the security of web services. However, in the
era of boom technology, organization try to reduce the threats over the internet website with the
help of warning signs on your website (Singh, 2013).
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Citation Information: Alam, M.W., Azeem, M.A., Farooqi, M.R., Ahmad, M.F., Arshad Khan, M., & Alam Khan, M.J. (2022). E-crm
in e-tail organizations — a boon for technological infrastructure development. Academy of Marketing Studies
Journal, 26(1), 1-8.Academy of Marketing Studies Journal Volume 26, Special Issue 2, 2022
The process of CRM framework (Operational, Analytical, and Collaborative) is a
comprehensive approach to technology innovation that provides real-time business assistance.
Because of the cost and time reductions, and resulted in the profit maximization (Srivastava,
2012).
E-CRM refers to all parties involved in the development of value for the client. Delivering
goods at lower price, and high-quality products & services, a steady stream of demanding
products and services, and customizing product and services based on the characteristics of
consumers on a regular basis, all of these things may add value to the customer (Dawn &
Chowdhury, 2011).
Insight from Related Studies
E-CRM is evolving in its early stage of development, there is little literature of work in this
field, and there is a research gap; however, in our research paper, we attempt to bridge this gap
by understanding the tools and applications of e-CRM in e-tail Organizations in terms of use and
outcome prospects.
Organizations with a complicated hierarchical structure that use of information &
communication technology-enabled Customer Relationship Management system (Chatterjee et
al., 2020).
Customer Relationship Management (CRM) is primarily concerned with the process,
strategy, and software/technology that enable businesses to manage relationships with the
potential and existing customers, vendors, and suppliers not only for single transactional purpose
but also for multiple transactions in the future as well.
CRM solutions are the modern ways of collecting customer data and leveraging communication
to categorize consumers' requirements and wants very precisely in the expanding age of
information technology (Bahrami et al., 2012).
Traditional CRM and internet business applications are combined in e-CRM. While it may
appear to be a task of achieving effective e-CRM is itself a remarkable. It allows an organization
to extend its infrastructure to customers and partners in ways that offer new opportunities for
learning customer needs, gaining new economies, reaching new customers, adding value, and
doing so in real time. Organizations agree that e-CRM play a vital role for their success, but few
of them don’t know how to transition their current database marketing strategies to an e- CRM
system (Deshmukh et al., 2013).
Within the context of strong risk-management processes, modern-day technology in e-tail
organizations may offer novel customer solutions to achieve growth and profitability. Online
services are being used by tech-savvy e-tailers to usher in a new era in relationship management,
allowing them to develop one-to-one and one-to-many partnerships to boost their competitive
edge.
Recent advancements in important areas of information technology have altered how client
connections are managed. The following are some of the innovative e-CRM tools and techniques
used by e-tail organization to improve smooth transaction for their customers:
Augmented Reality (AR)/Virtual Reality (VR).
Augmented reality (AR) is a digitally enhanced depiction of the real world created by
combining digital visual components, audio, and other sensory inputs. It's becoming increasingly
popular among companies dealing with mobile computing and commercial apps. Augmented
reality may be used by e-tailers and other organizations to sell products and services, create a
new market campaign, and collect unique user data. For example, IKEA offers an app for
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Citation Information: Alam, M.W., Azeem, M.A., Farooqi, M.R., Ahmad, M.F., Arshad Khan, M., & Alam Khan, M.J. (2022). E-crm
in e-tail organizations — a boon for technological infrastructure development. Academy of Marketing Studies
Journal, 26(1), 1-8.Academy of Marketing Studies Journal Volume 26, Special Issue 2, 2022
furniture. Stores might include augmented reality into catalogue applications to allow buyers to
view how different things may seem in various settings.
Virtual reality (VR)
It is a computer-generated simulation in which a person interacts with an artificial three-
dimensional environment using electrical devices such as special spectacles with screens or
sensors-equipped gloves. In this artificially created world, the user may have a realistic-feeling
experience. According to International Data Corporation Research (IDC, 2018), investment in
virtual reality and augmented reality will increase 21 times over the next four years, reaching
15.5 billion euros in 2022.
Chatbots
It is powered by Artificial Intelligence (Iqbal & Islam, 2016) real time supportsystem
between the organization and customer. Most of thee-tail and world using this application to
resolve the customer grievances shortly.
Virtual Customers
Virtual customer service system provides full support to staff in organization, from agents to
management. Although this workforce is situated out of the company, they are trained in the
company's goods and brand to deliver a level of service that consumers cannot distinguish from
the "real thing." Contact channels include customers’ chat box, email, phone calls, social media,
and direct messaging.
Interactive Voice Response
Interactive Voice Response (IVR) is an automated phone system technology that allows
incoming callers to access information via a voice response system of pre-recorded messages
without having to speak to an agent," according to TTEC. "They can also use menu options via
touch tone keypad selection or speech recognition to have their call routed to specific
departments or specialists." Customers can use call center of organization technology solutions
to complete ordinary transactions over the phone, such as paying bills, tracking deliveries,
making bookings, and so on, without the need for a third party. So that they may receive
responses faster and the client and the company can save time and money.
Voice over Internet Protocol
It is the medium of multimedia and voice content over Internet Protocol networks. The use
of voice over internet protocol in organizations to call records, custom caller ID and voicemail to
e-mail. It is also helping the organization in integrating communications Figure 1.
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Citation Information: Alam, M.W., Azeem, M.A., Farooqi, M.R., Ahmad, M.F., Arshad Khan, M., & Alam Khan, M.J. (2022). E-crm
in e-tail organizations — a boon for technological infrastructure development. Academy of Marketing Studies
Journal, 26(1), 1-8.Academy of Marketing Studies Journal Volume 26, Special Issue 2, 2022
FIGURE 1
E-CRM TECHNOLOGIES AND SERVICES IN E-TAILING
The complexity of work may be reduced with improved framework design, corrective
measures to be taken as competent and efficient planning inside this conceptual framework
(Farooqi & Iqbal, 2017). e-CRM applications (Chatbots, voice over internet protocol, virtual
customer interactive voice response) used input. After processing of customer satisfaction, it
categorizes into three categories i.e., pre-sale services, during sale services, and after sale
services. If customer fully satisfy by the services provided by e-tail organizations then the
customer loyalty automatically generated. The outcome of e-CRM and technology helps the
organization in gathering customer information, transaction history, and product information etc.
which leads to customer analysis and satisfaction. If shoppers are dissatisfied with the
organization's product, the organization will adapt them to meet their demands, and if customers
get satisfied with their expectations, then it means no problem and transactions of goods &
services completed successfully.
Application of e-CRM tools and technique in Organizations
E-CRM not only improves customer management efficiency, but it also improves customer
service, protects current customers' privacy, and assists organizations in categorizing consumer
requirements (Adlin et al., 2019).
Information & Communication Technological aspects
In order to acquire client transactional records, rising retail organizations are employing
technical instruments such as- Customer Service Helpdesk Electronic Point of Sale (EPOS),
Sales Force Automation, Call Centers and 1800 concept, Personal Data Assist (PDA), and so on.
It aids in the long-term retention of customers and the customization of products & services to
the customer's preferences (Srivastava, 2012).
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Citation Information: Alam, M.W., Azeem, M.A., Farooqi, M.R., Ahmad, M.F., Arshad Khan, M., & Alam Khan, M.J. (2022). E-crm
in e-tail organizations — a boon for technological infrastructure development. Academy of Marketing Studies
Journal, 26(1), 1-8.Academy of Marketing Studies Journal Volume 26, Special Issue 2, 2022
Based on the Application of Artificial Intelligence CRM
Artificial Intelligence-based CRM aids in the optimization of business operations, such as
automating routine tasks, lead customization, customer service and retention, guiding the team,
and providing virtual assistance. All of this aid the sales team in saving time and money while
successfully building long-term customer relationships (Authors, 2019).
CRM software like-SugarCRM, Zoho Salesforce, HubSpot CRM have successfully apply
Artificial Intelligence-integrated CRM systems into their platforms. Zoho CRM is one of Zoho's
many business applications. Both SMBs and large enterprises may benefit from Zoho CRM's
services like- pipeline management, Sales automation, marketing automation, and process
management are among the elements included in the CRM software. Through a single interface,
you can communicate with your leads on several platforms. Zia is a Zoho AI bot that assists
organizations in finding patterns, forecasting sales, and data patterns.
Salesforce Sales Cloud is a customer relationship management (CRM) platform. Customer
account & contact management, opportunity management, lead management, easy workflows,
information sharing, and sales forecasting are just a few of the capabilities included in the CRM
platform. Mobile CRM allows business managers and salespeople to keep track of their sales
efforts on the go.
HubSpot CRM aids in the management of your sales funnel, the creation of automated e-
mail sequences for your leads, communication with prospects via live chat or e-mails, and the
tracking of customer transaction across e-mail, social media, and phone conversations.
SugarCRM "Hint" is the name of this item. It can search, modify, and give inputs automatically
to help construct a thorough company and personal profile. The outcomes are seen in a short
period of time.
Contemporary Issues of e-CRM in Organizations
Personalization software enables you to adjust your material to the tastes and behavior of
your customers. These platforms add-on help in businesses, improve in services by providing a
more personalized experience for their clients.
Personalization software recognizes trends in a company's consumer behavior and uses that data
to deliver content in a more familiar way. Customization software reduces product aggravation
for consumers by more precisely matching their experience with their perspective. Because
clients will want to deal with your company again as a consequence of this alignment, customer
loyalty may increase.
According to a 2017 Accenture report, 44 percent of consumers were unsatisfied with
companies that did not provide personalized shopping experiences. In the previous year, 41% of
clients moved companies due to "poor personalization."
Personalization software not only minimizes client turnover, but it also increases customer
satisfaction, resulting in increased revenue for your business. Personalization software that can
accurately analyze user intent will increase digital firms' revenue by 15% by 2020, according to
Gartner.
One of the most significant parts of the e-commerce sector is customer relationship
management (CRM). CRM software, when used correctly, may help you get to know your
customers, inspire them, and so increase client retention and, as a result, business success.
As a result of the COVID-19 issue, e-tailers are rethinking their strategies and changing their
CRM systems.
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Citation Information: Alam, M.W., Azeem, M.A., Farooqi, M.R., Ahmad, M.F., Arshad Khan, M., & Alam Khan, M.J. (2022). E-crm
in e-tail organizations — a boon for technological infrastructure development. Academy of Marketing Studies
Journal, 26(1), 1-8.Academy of Marketing Studies Journal Volume 26, Special Issue 2, 2022
The following are some of the top CRM market projections, which include sophisticated
functionality, automation, and simple integration, among others.
Artificial Intelligence and Chatbots
Artificial Intelligence powered virtual assistants and make it easier for the users to
complete daily chores, automate customer communications, forecast shoppers’ preferences, and
enhance customer retention. “As per the study of International Data Corporation (IDC), “By
2021, Artificial Intelligence-powered CRM activities could increase global business revenues by
$1.1 trillion.”
CRM on Social Media and Android devices lead the way
WhatsApp, one of the most popular instant messaging programs, is rapidly gaining traction
as a CRM tool (Ahmad & Farooqi, 2020). In today's corporate environment, notifications such as
offer alerts, payment notifications, and appointment reminders are used to keep customers
engaged. Mobile CRM may help you improve your client relationships and expand your
business. "According to Forrester Research, 50% of teams increased their productivity by
utilizing a mobile CRM."
Discussion & Conclusion
In today's world of information technology, everyone knows that the customer is the king
of the market. Because of the fierce rivalry in the market, it's difficult to keep clients and keep
them loyal to the corresponding business. Customers are becoming more proactive in the age of
technological innovation, and they are seeking accurate information about the products they are
purchasing. Customers search for the greatest product quality, trending brand name, operations,
and service support via social media and Android phones. In all of these areas, a customer
support system is critical. Customers' demands and desires are the goal of businesses. Due to
manual processes, the traditional notion of Client Relationship Management faced issues such as
delays in responding to customer inquiries and delays in providing timely service assistance. Due
to technological advancements, the letter "e" has evolved in CRM systems, and these can only be
achieved using the best business practices of e-CRM, as it assists organizations in providing
virtual customers, voice over internet protocol, high quality, interactive multimedia customer
support systems, and the main aims is to enhance customer retention, acquisition and profit
maximize transactions.
CRM has transitioned to e-CRM as a result of the introduction of sophisticated high-tech
solutions. As a result, customer care and support systems are becoming more efficient, time-
saving, and focused on both company and consumer needs. CRM's major goal is to explore
customers' futures, manage current customer databases, track existing and potential customers'
purchasing habits, and track purchasing processes such as date and time of purchase, and
customer cycle of purchase, among other things.
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Citation Information: Alam, M.W., Azeem, M.A., Farooqi, M.R., Ahmad, M.F., Arshad Khan, M., & Alam Khan, M.J. (2022). E-crm
in e-tail organizations — a boon for technological infrastructure development. Academy of Marketing Studies
Journal, 26(1), 1-8.Academy of Marketing Studies Journal Volume 26, Special Issue 2, 2022
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Citation Information: Alam, M.W., Azeem, M.A., Farooqi, M.R., Ahmad, M.F., Arshad Khan, M., & Alam Khan, M.J. (2022). E-crm
in e-tail organizations — a boon for technological infrastructure development. Academy of Marketing Studies
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