THE COMPETITIVE ADVANTAGE OF E-CRM VS. TRADITIONAL CRM

THE COMPETITIVE ADVANTAGE OF E-CRM VS. TRADITIONAL CRM

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Part of #THE COMPETITIVE ADVANTAGE OF E-CRM VS. TRADITIONAL CRM# :

Publishing year : 2010

Conference : The 5th International Conference on e-Commerce in Developing Countries

Number of pages : 9

Abstract: Customer Relationship Management (CRM) includes the tools that an organization applies to build long-time relationships with customers and realize their requirements in order to achieve greater value. Electronic customer relationship management (e-CRM) is an online strategy for identifying, obtainingand Retaining customers. In today's technological world, that almost any company has access to theinternet, e-CRM is essential for companies that position themselves to operate in highly competitivemarketplace. Special features provided by e-CRM for making relationships with customers, lead tocreate competitive advantage. Competitive advantage capacitates companies to have more efficiency compared with other competitors' operations. There is an urgency among organizations to become morecustomer-focused, and to give a high priority to using new and effective technologies in managingrelationships with customers. E-CRM implementation needs to be applied hardware, software andapplications for management. The data collected from customers, their purchasing patterns and otherforseen information are analyzed in order to find new patterns and policies to achieve customer satisfaction, which ultimately results in gaining more profitability for the company. In this paper, we willsurvey e-CRM techniques and its capabilities to create competitive advantage, in contrast totraditional CRM.