The Role of IT in Establishing Electronic Customer Relationship Management (eCRM)
Subject Areas : Technology ManagementMohammad hosein Jarahi 1 , Saeed Saeida Ardekani 2 , Mohammad Zareiyan 3 *
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Keywords: Information Technology, Customer Relationship Management, Electronic Marketing, Internet,
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 cause to make a new concept that is called Electronic Customer Relationship Management (eCRM). The purposes of this article; first, Survey eCRM in to multilateral dimension. Second, expressing development in traditional CRM and third, studing differences between CRM and eCRM. Then recognize definition, characteristics and status of eCRM. Next step, consider the various uses of IT in CRM and present opportunities in CRM that provide through IT. Then express the simple implementation of eCRM, along with the essential points. In addition, challenges and threats suffered eCRM and errors in its implementation are discussed. Next part is review of a successful implementation case of eCRM. At the end, trends and future perspectives of eCRM are explorered.