To understand eCRM, it is best to look initially at traditional CRM. Traditionally, CRM software was installed on the PC of each call agent and was linked to a database on a server. The disadvantages of this traditional Client Server CRM approach are as follows:

• The IT Staff must support multiple databases including the web site transactions’ database, the call center transactions’ database, the inventory database, and the shipping database.
• The IT staff must install the software on the server and on each call agent’s PC.
• The IT staff must install all updates and patches on the server and all PC’s.
• The total cost of ownership is not fixed and fluctuates largely based on the time of year, the number of call agents, and the size and experience of the IT department.
• The databases are never in sync.
• The call center does not have access to the web customer information and vice versa.
• The order system is not easily scalable during peak times such as around the holidays.
• Real time package tracking information is unavailable.
• The location of the call center is confined to the physical space that the office LAN occupies and the size of this network.
• Shipping volume discounts cannot be aggregated with other companies.

In contrast to this client server approach, the Caliber Design Matador application allows for the call center to run its entire operation over the Internet through the web browser. The advantages here are:

• All of the data is unified in one database that holds all web site transactions, call center transactions, inventory levels, and shipping information. The database is not managed in house greatly reducing the necessary experience required of the in-house IT department as well as the expense of having a dedicated and trained IT department.
• There is no server for the IT department to maintain and there is no software for the IT department to install on the PC workstation of each call agent. All the IT department has to do is make sure that the call agents’ PCs are connected to the Internet.
• All software updates and patches are installed on the remote server and are instantly available to the entire call center and web customers.
• The total cost of ownership is fixed and does not fluctuate.
• The database is always in sync and all call agents and management always have access to the most current data.
• The call center has access to each customer’s web history, and a customer registered at the call center is immediately able to shop on the web.
• The system is easily scalable during peak periods. All that is required is adding a PC with an Internet connection.
• One-click package tracking information is available in real time to the call agent and on the web site. Tracking numbers are emailed to both the call center customers and to the web customers. This out sources the “Where’s my package?” questions to 1-800-PICK-UPS.
• The call center can be distributed among diverse buildings and locations. In fact, call agents can take orders wherever there is a PC connected to the net.
• Shipping volume discounts can be aggregated among multiple companies for maximum efficiencies.

The advantages to our approach are borne out by The Lang Companies, a $120 million greeting card and calendar company that runs Matador. During the 1998 holiday season, The Lang Companies experienced enormous demand that they were unable to manage. They were only able to process 300 to 400 orders per day and they actually lost 15,000 telephone orders over the Thanksgiving Day weekend. Going live with the Caliber Design Matador application in 1999, The Lang Companies were able to process 900 to 1,000 orders per day with the same size staff.