E-CRM- a Critical Analysis By Developing An Effective Model

Abstract

Electronic Customer relationship management (E-CRM) is an integrated process centredon the consumer that derives improved profit, revenue and operational efficiency by abener understanding of the customer and the customer relationship. It is a comprehensiveapproach which provides seamless integration of every area of business that touches thecustomer-namely marketing, sales; customer service and field support-through theintegration of people, process and technology. Taking advantage of revolutionary impactof the Internet, E-CRM creates a mutual benefit rdations hip w ith all th e cu ~to rn e,:, ,through integrations of customer touch points as part of business process. Today, firm shave realised that their ability to compete in this competing marketing environment issolely dependent on their building and maintaining relationship with their targetcustomers through Internet.In this paper, we are trying to develop a comprehensive model for E-CRM which will behelpful for the Indi an companies. The literature survey highlights the earlier researchreferences in the area of electronic customer relationship management to augment thebody of knowledge for this study..