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Electronic Customer Relationship Management Essay

952 Words4 Pages

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 …show more content…

CRM through internet is what is known as E-CRM. E-CRM has been defined by Kelley, Gilbert and Mannicom (2003) as, “the marketing activities, tools and techniques delivered via the internet which includes emails, www, chat rooms, e-forums, etc., with an aim to locate, build and improve long term customer relationship to enhance their individual potential.”Firms who are using Information Technology are moving to intellectual and knowledge based methods and on the way making CRM more effective by using IT in its application. In a turbulent and competitive environment E-CRM makes connection with the customers easier and faster through linking channels such as emails, websites and others. An Internet and Mobile Association of India (IAMAI) report, states that there are over 350 million internet users in India as of June 2015 making India the second largest internet user base in the world and it is expected to have over 500 million internet users by 2017. Over 40 million Indians are online everyday spending 40-45 hours over the internet in a month. The large scale use of internet by the customers makes it imperative for the companies to use IT enabled services for maintaining customer

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