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Difference Between Customer Relationship Management And E-CRM

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Introduction:
Customer relationship management and electronic customer relationship management are very similar processes with great differences in the implementation and outcome.

E-CRM is a process used firmly in the hospitality industry and the organisations rely greatly on it as a means to improve customer satisfaction, retain customers and improve profits.

This report will be looking at the evolution of CRM, CRM technologies and benefits/disadvantages. It will also look at the implementation of E-CRM, the strategy components and the differences between CRM and E-CRM.

What is CRM:

Customer relationship management (CRM) is a widely implemented model for managing a company's interactions with customers, clients, and sales prospects. …show more content…

This is especially related to the hospitality industry and hotels in particular. After the sale, the relationship intensifies as the organisation wants to continue the relationship and retain customers. The organisation wants to retain customers and will try different strategies and methods to keep them. “The sale merely consummates the courtship, at which point the marriage begins”. Levitt's early work focuses on the idea that the relationship between supplier and customer happens after the sale. His argument was that closing a sale was not what to focus on, but to deliver customer satisfaction throughout customer relationship.
During the 20th century, previous marketing strategies were being questioned, as the market place had changed so much. There were more to choose from, more competition and markets had matured to the extent of less growth or no growth at all. (Christopher et al. (2002).
Through all of this, marketing needed to adapt and change to the environment. If organisations were to succeed, they needed to retain or get new consumers through new and improved marketing strategies. From this the term relationship marketing has …show more content…

Customer Relationship Management disadvantages:
A CRM trying to contain a large, intricate group of data can become unmanageable and difficult to understand for badly trained users.
A lack of senior management sponsorship can also prevent the success of CRM. A full commitment is necessary from all the executives before starting to use CRM and the stakeholders need to be identified early into the process. If this is not done the running of the process will not be smooth and problems will occur that cannot be dealt with by lower staff.
An interface that is difficult and confusing to use and understand can suppress the effectiveness of the CRM process. This may cause the users to only use certain parts of the system and push others aside. This fragmented use of the system will cause challenges as the system isn't fully functional.

E-Customer Relationship Management:
Electronic customer relationship management (e-CRM) describes the broad range of technologies used to support a company’s CRM strategy. It refers to the integrating of Web channels into the CRM strategy with the aim of bringing consistency within all channels relative to sales, customer service and support (CSS) and marketing initiatives. It can maximize customer satisfaction, customer loyalty and

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