E-Business

In this chapter, we have studied in detail about how to manage customer relationships online.

The chapter discusses about the key elements of CRM that includes acquiring new customers, generating more business from existing customers, and retaining profitable customers.

It also explains four types of business integration which is crucial for an efficient e-CRM infrastructure including integration of customer content, customer contact information, extended enterprise, and systems.

Finally, the chapter discusses various organizational challenges faced while implementing CRM and explains CRM strategies for targeting, acquiring, and retaining e-customers.