By Jerry Fjermestad, Nicholas C Robertson Jr
This paintings deals a state-of-the paintings survey of knowledge structures study on digital client dating administration (eCRM). It offers very important new frameworks derived from present circumstances and functions during this rising box. each one bankruptcy takes a collaborative method of eCRM that is going past the analytical and operational views pretty much taken via researchers within the box. Chapters additionally rigidity integration with different firm details platforms. The publication is prepared in 4 elements: half I provides an outline of the function of CRM and eCRM in advertising and marketing and provide chain administration; half II makes a speciality of the organizational luck elements at the back of eCRM implementation; half III offers circumstances of eCRM functionality enhancement; and half IV addresses eCRM concerns in business-to-consumer trade.
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Information technology is integral to successful application of CRM, and the definition of CRM may be extended to incorporate the significance of Internet-based technology in managing customer relationships. Plakoyiannaki and Tzokas (2002) formulate a model of the CRM process that revolves around this extended definition. They define the following tasks for the CRM process: • • • • • • • • Creating a corporate culture conducive to customer orientation, learning, and innovations Making customer value a key component of the corporate strategy and planning process Collecting and transforming customer data to aid strategic and operational decision making Appreciating, identifying, and nurturing knowledge creation, dissemination, and use within the organization Developing clear market segments and customer portfolios Defining, developing, and delivering the value proposition Using campaign and channel management as part of the value proposition Measuring performance at each stage of the process to navigate decision making.
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Electronic Customer Relationship Management by Jerry Fjermestad, Nicholas C Robertson Jr