The eCRM or electronic customer relationship management encompasses all the CRM functions with the use of the net environment i.e., intranet, extranet and internet. Electronic CRM concerns all forms of managing relationships with customers making use of information technology (IT). eCRM is enterprises using IT to integrate internal organization resources and external "marketing" strategies to understand and fulfill their customers needs. Comparing with traditional CRM, the integrated information for eCRM intraorganizational collaboration can be more efficient to communicate with customers..

An effective E-CRM system tracks a customer’s history through multiple channels in real time, creates and maintains an analytical database, and optimizes a customer’s relation in the three aspects of attraction, expansion and maintenance.

A typical E-CRM strategy involves collecting customer information, transaction history and product information, click stream and contents information. It then analyzes the customer characteristics to give a transactional analysis consisting of the customer's profile and transactional history, and an activity analysis consisting of exploratory activities showing the customer's navigation, shopping cart, shopping pattern and more.

The benefits of E-CRM

  • Improved customer relations, service and support.
  • Matching the customers' behavior with suitable offers.
  • Increased customer satisfaction and loyalty.
  • Greater efficiency and cost reduction
  • Increased business revenue
  • Businesses that strategize and implement an E-CRM solution are able to align their processes around technology to effectively deliver seamless, high-quality customer experience across all channels. Customers have the power to help themselves through online personalized services that are made available on demand. The Internet provides a simple and ideal medium where customers can get information from websites, buy products and find answers using FAQ sections, forums or chat rooms.

    Customer Information Customer Information is an essential element in CRM as it directly involves information regarding the consumers’ needs, preferences, spending capacity and so on. In order to achieve successful customer services, it is fundamental that organizations have a wide field of knowledge and understanding of their target markets and customers

    In conclusion, Customer Relationship Management (CRM) admittedly provides organizations a significant assistance in creating and maintaining long-term relationships with their customers, as well as making customer-centric decisions by providing a foundation of knowledge in the form of a customer database. Having a fully technically optimized electronic CRM system with thorough consideration and analysis during every stage of implementation, as well as an organizational focus on delivering the best possible customer experience.