Approaches to implementing eCRM

E-CRM uses common approaches or processes to achieve online customer acquisition and retention. Refer to Figure 6.5 for a summary of a common, effective process for online relationship building to achieve the different stages of the customer lifecycle. In the following sections we proceed through the different stages in more detail.

1 Drive traffic

4 Speak again

Convert to action

Convert to action

2a Incentivise & 2b profile

3a Convert t ea

nl e

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