e-CRM

Abstract

While remembering that customer relationship management (CRM) is an enterprise-wide activity and that the new e-channels are just part of the marketing mix, this paper describes how CRM can be enabled by the use of the new electronic and interactive media including the Internet, e-mail, mobile telephony and digital television. These technologies are all included in the broad area of e-technologies which can be used to turn CRM into e-CRM. The paper also looks at some of the challenges and opportunities related to e-CRM, and identifies the key organisational building blocks for effective e-CRM.