History Of Electronic Customer Management

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DIGITIZATION OF INDIA: RESHAPING ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT
Abstract: Anton 1996 and Anton & Hoeck, 2002 defined CRM as “a comprehensive business and marketing strategy that integrate technology, a process and all business activities around the customer”. CRM has evolved through the advancements in technology and the globalized competitive world where companies need to make its customers a focal point for all its functions and processes for reaping the long-term benefits of customer loyalty and profitability. With the advent of digitization came the concept of Electronic Customer Relationship Management facilitating the online services to the customers. In Indian context the internet usage and the electronic services is still
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The evolution of internet and e-commerce and m-commerce has significantly altered the business processes. This revolutionized landscape has changed the concept of customer relationship management to Electronic customer relationship management. Anton 1996 and Anton & Hoeck, 2002 defined CRM as “a comprehensive business and marketing strategy that integrate technology, a process and all business activities around the customer”. CRM has evolved through the advancements in technology and the globalized competitive world where companies need to make its customers a focal point for all its functions and processes for reaping the long-term benefits of customer loyalty and profitability. The available literature on the customer relationship management recognizes the long-run value of the potential and current customers. The marketing activities directed towards developing, maintaining and enhancing successful company-customer relationships resultantly lead to increased revenues and shareholder…show more content…
A flagship programme of government of India- Digital India Programme, with a vision to transform India into a digitally empowered society and knowledge economy, will not only play an astounding role in enlarging the internet user base of India and expanding the use of information technology but it will also push forward the internet enabled services such as electronic customer relationship management. Encompassing inclusive growth covering electronic services, products, devices and job opportunities, Digital India Programme upholds a whole lot of opportunities for encouraging, strengthening and exploiting the electronic
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