Information Technology & Systems

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Textbook Edition: II
Pages : 490; Paperback;
210 X 275 mm approx.

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Workbook Edition: II
Pages : 231; Paperback;
210 X 275 mm approx.

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Textbook Price: Rs. 900;
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<< Enterprise Resource Planning

CRM and E-Business : Chapter 19

SUMMARY: 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.

Table of Contents
Chapter 19 Overview

CRM and E-Business - An Overview

Defining CRM
Strengthening Relationships with Existing Customers
Using Customer Information to Provide Better Service
Creating Customer Value and Loyalty
Implementing Integrated CRM Solution Strategy

Functions of CRM
Attracting New Customers
Generating More Business from Existing Customers
Retaining Profitable Customers

The E-CRM Architecture
E-CRM Components

E-CRM Infrastructure Requirements
Integration of Customer Content
Integration of Customer Contact Information
Integration of the Extended Enterprise
Integration of Systems

CRM for E-Customers
Targeting E-Customers
Acquiring E-Customers
Retaining E-Customers

Challenges in Implementing E-CRM Projects

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