The Role of IT in Establishing Electronic Customer Relationship Management (eCRM)
Journal Title: Roshd-e-Fanavari - Year 2010, Vol 6, Issue 21
Abstract
"Emergence of new technologies such as Information Technology has extensive and profound effects on different dimensions of organization. One of these Dimensions, is Customer relationship management (CRM). ""Information Technology"" is one of the main aspects of CRM. The application of IT in CRM makes it necessary to make a new concept that is called "" Electronic Customer Relationship Management (eCRM)"". The purposes of this article are as follows; first, Survey eCRM into multilateral dimension, second, expressing development in traditional CRM and third, studying differences between CRM and eCRM,and last but not the least is recognizing the definition, characteristics and status of eCRM. Next step will be considering the various uses of IT in CRM and presenting opportunities in CRM that provide through IT. Then it come to expressing the simple implementation of eCRM, along with the essential points. In addition, challenges and threats of eCRM and errors in its implementation are discussed. Next part is a review of a successful implementation case of eCRM. At the end, trends and future perspectives of eCRM are explored. "
Authors and Affiliations
Mohammad hosein Jarahi, Mohammad Zareiyan, Saeed ardakani
Keywords
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