CRM and E-CRM

Contents: 1. Introduction. 2. Types of CRM. 3. Operational aspect of CRM systems. 4. Data mining and data warehousing. 5. CRM strategy and CRM organisation. 6. Planning and implementation of CRM strategy. 7. Managing a CRM project. 8. Customer retention strategies in CRM. 9. Marketing aspect of CRM. 10. Human resource management in CRM. 11. E-CRM: introduction of CRM software. 12. Top CRM software and functionality. 13. The future of CRM: opportunities and challenges. 14. Applications of CRM and CRM software in different industries. Bibliography. Index.

The main objective of CRM is to focus on customer preference, creative marketing channels, target market identification and quality service delivery to customers. Electronic Customer Relationship Management (e-CRM) deals with digital communication tools for establishing and improving all functions of CRM efficiently. The term e-CRM is closely related to e-commerce. It emphasises on Customer Relationship Management by using IT (Information Technology). It helps organisations to make a bridge between internal stakeholders and customers for a long term and satisfy the customer needs and wants. CRM software helps to increase the value of the relationship between organisations/institutions and its customers/related stockholders. It also manages smoothly all the marketing activities in the organisation and handles the sales workload effectively and in easier way. CRM software maintains the customer relationship efficiently with the help of customer information along with sales leads and marketing information. It merges total customer data and provides a single customer interface which is easily accessible. The aim of this book is to share scholarly knowledge about CRM which enables the organisations to analyse consumer behaviours and helps to maintain a long-term relationship with customers. CRM and e-CRM help to increase customer retention and profitability of the organisation. They enable new market opportunities through acquiring knowledge about new customers. They always try to make a balance between incurring costs and customer satisfaction which leads to gain maximum profit by the organisation. Also, they help to accelerate the selling process and reduce the expenditure of new customer acquisition.