Electronic Customer Relationship Management: Success factors in a funnel sales process dimensional approach


What has been the major focus for corporations’ today hyper-dynamic environment (Dyer & Ha-Brookshire, 2008)? Is it the revenue, profits, corporate value, identity, or simply the means to exist in this harsh business environment of today’s ultracompetitive global economy (Ireland & Hitt, 2005), or is it the combination of all these factors put together? Despite, we have mentioned the aftermath terms that has been the primary concern, nevertheless, what is been missing are the “tools” to achieve the purpose in being. A tool that could enhance your awareness to the general consumer, with a way to understand them (customers) and let they sympathize you the same in return. Arm yourself with the crucial knowledge that would enable you to juice out the scare resource in these accelerated business cycles of everlasting intensive competition (Dyer & Ha-Brookshire, 2008). We will in this paper explore this tool that is so important and have been developed to manage the relationship of the organization with the individuals in its respective markets with intensive unique approach, which would be integrate so deeply into the business strategic core values, this tools is called electronic customer relationship management. This tool or method has maturated in time from starting in 1983 which presence the scarcity of the empirical studies on relationship with the firm’s external environment (Kuicalainen, Sundqvist, Puumalainen, & Cadogan, 2004), to present the approximately 900 articles relevant materials that are scattered across various journals. Marketing, Business, and Management, and IT and IS are some of the most common academic disciplines for ECRM research (Parvatiyar & Sheth, 2001).

The purpose of this would be to ventilate the theory and framework on how the discipline should evolve itself into which would lead a direction for further studies about the conceptualisation and implementation of Electronic Customer Relationship Management (ECRM) in real application of business environment. The paper also purpose a framework to act as a tool for business to follow a funnel sales process that makes the customer as the centre in their strategy and how knowledge should evolve around the customer which will create opportunities and managing these opportunities into developing new product or service for the business. This paper will be identifying a number of factors that contribute the success of leading economically valuable customers through the process step at the maximum efficiency and with the greatest in customer numbers. The factor will be test for relevant that is significant to the general consumer and that company take into consideration of these purpose that identified and prove be important into business strategy when developing and implementing their ECRM tools for the greatest in satisfaction of the customer, which would lead to customer loyalty and long term retaining of economically valuable customers.

Sathai Corporation being established in 2003 and has a long history in providing information communication technological services to vast number of cliental, in which range from individuals, corporate, up to governments. Sathai is the owner of the mobile text messaging service that provides professional telecommunication service to enterprise in the name of ZendSMS. The advancement of this product is still in development and the business plan is needed to be well craft. The company is interest in implementing the new breaking technology that would pioneer long term customer relationship and that would create a loyal asset toward the company, and the ideas and promises that electronic customer relationship management may provide. If succeed, this would provide a core competency (Ljungquist, 2007) that would add a long term value in retaining customer as ground conception knowledge toward businesses, in other terms that would strengthen the competitive advantage over future competitors that are to emerge as an irreversible succession, which is crucial for an entrepreneur start-up business (Wu, Wang, Tseng, & Wu, 2009).

Nevertheless, implementing such a new academic theory into a company business strategy would prove to be a matter of its own. Factors that are involved must be well explained a language that would be much easier to understand not only to academic researchers, but also for practitioners of the business oriented field. This is where Baker (2008) clarified that they consist of perceived divided between marketing theory and marketing practice. Therefore with the supporting evidence that issue that has been rise of what academic should research which would be well apposite to practitioners is not unheard. Baker (2008) continue that implementing Customer Relationship Management which arrogates the use of information technologies would show to be the problem source in the marketing discipline and that identifying the need for a new approach for management is required and allowing practitioners to take theory into reality.

This paper is arranged the main contents into four parts 1) chapter 2 literature review 2) chapter 3 methodology 3) chapter 4 findings, analysis, and synthesis and 4) chapter 5 contain the conclusion. In the literature review, the paper will introduce relevant theory and concepts that will be use throughout the research, the chapter will be only the tip of the iceberg in the discipline and further research will required if the reader would like to get a better understanding in how the knowledge of the discipline has evolved. Next the methodology chapter will be the branch of philosophy that is used to analyse the principles and procedures of inquiry that how this research study has been conducted. This where it will be describe that how the computer software for use in this research using type of technologies and guidelines that it was to achieve, then how the data is collected and subjected to empirical analysis in the survey that was conducted. Further on is the findings, analysis, and synthesis chapter, this chapter will determine the data that queried against the Emerald journal database and present information that was analysed using the computer program that was developed. Also in the findings you will find that hypothesis test module that was used to test data collection that gathered through the online survey which will present the result of would identify what are the key factors that contribute to the success in advancing customers through the funnel sales process that introduced in the literature review. Then is the last content main part of this paper is the conclusion, this is where you would the author opinion and judgement that could be draw upon from this research after a favourable consideration in the study and proposition that was arrived at by logical reasoning of the author.