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ABSTRACT
Customer relationship management is a business strategy to select and manage relationship with the most valuable customers. The concept of CRM when seen in context of e-business called as e-CRM. It provides companies means for conducting personalized, interactive and relevant communication with customers across both traditional and electronic channel.
E-CRM integrates traditional CRM and e-business application. It makes possible for an organization to extend its infrastructure to customers and partners in ways that offer new opportunities of learning customer needs, gaining new economies, reaching new customers, adding values and doing these in real time while it might sound very simple, achieving effective e-CRM is itself a stupendous task. Companies agree that e-CRM is critical to their business, but unfortunately very few understand exactly what it is or how to evolve an e- CRM solution from their existing database marketing practices.
1. INTRODUCTION
The concept of customer relationship management is as old as business itself. A small business that serves around thousand customers can build and maintain customer relationships through face-to-face interactions between the staffand the customers. However, with the increase in business size and number of customers, it becomes difficult to build and maintain customer relationships and manage customer information quickly with the involvement of the internet in crm. Firms are able to provide a personalized experience through online help, purchase referrals, quicker turnaround on customer problems and suggestions through customer feedbacks. The concept of crm when seen in the context of ebusiness becomes e-crm.
For the success of crm initiatives and applications an organization requires a committed workforce. Hence, human resource management (hrm) policies of an organization must be aligned with crm ideas and ideology. The role of the hr department and the hr manager is very crucial for molding and developing the people in the organization to understand the reasons, needs and requirements for bringing crm in the organization. Structural changes may become necessary to bring new values and work culture in the organization.
1.1 What is e-Crm?
It is possible to maintain customer relationships only by consistently implementing well proven customer bonding techniques like individualized customer care and communications, special consideration for high-value customers, rewards for customer value and loyalty, and customized products and services. However, with increase in the...