The Effectiveness Of The Intelligence E-CRM Application In Enhancing Positive Customer Relationships
Bashar Ahmed, M.L. Ben Maȃti, Badreddine Al Mohajir
Keywords: E-CRM, Intelligence, quantitative and qualitative methodologies, technology
Abstract—E-CRM (electronic customer relationship management) is a derivation from CRM techniques which influenced direct marketing technology and call Centre to promote massively created products and services to small sub-segments of market. When CRM techniques are incorporated in e-commerce environment it becomes E-CRM which involves building a strong and sustainable customer relationship by using Internet. It is a strategy which is purely based on Internet and software development, it requires to create essential integrated software suite to deal with all kinds of customer related issues like customer services, sales and marketing field support. The essential parts of E-CRM are to focus on building new customer base, segmentation of high valued customers, enhancing the profitability of existing customer and maximize the value and life of profitable customers.
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