ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT: A TOOL FOR SUSTAINED SUCCESS IN SERVICES ORGANISATIONS

In the world of intense competition, where the customers are more demanding and the competitors are just clicks away, better customer relationship management is the only source of competitive advantage. Creation of strong relationship is the essence of customer relationship management (CRM), which in turn results in revenue optimization, profitability and customer satisfaction. However due to increase in product offerings, increased competition and compressed marketing cycle time; managing customer relationships is becoming more complex. CRM means moving from “Inside ? out”: the seller ? driven enterprise to “Outside ? in”: the customer driven enterprise. The e - CRM is the combination of business process and technology that seeks to understand a company’s customer from a multifaceted perspective. e - CRM involves capturing and integrating all customer data from anywhere in the organization, analyzing and consolidating it into information and then distributing the results to various systems and customer contact points across the enterprise.