E-CRM: A Critical Analysis by Developing an Effective Model

Suman Kumar Dawn1 and Anindya Guha2

1Center of Management Studies, JIS College of Engineering, Kalyani, Nadia-741235,           West Bengal, India
2Department of Humanities, JIS College of Engineering, Kalyani, Nadia-741235, West Bengal, India
1E-mail: skd_hooghly@yahoo.co.in, 2E-mail: anindyaguha@rediffmail.com


Electronic Customer Relationship Management (E-CRM) is an integrated process centred on the consumer that derives improved profit, revenue and operational efficiency by a better understanding of the customer and customer relationship. It is a comprehensive approach which provides seamless integration of every area of business that touches upon the customer-namely marketing, sales, customer service and field support; through the integration of people, process and technology. Taking advantage of revolutionary impact of the Internet, E-CRM creates a mutual benefit relationship with all the customers, through integrations of customer touch-points as part of business process. Today, firms have realised that their ability to compete in this competing marketing environment is solely dependent on their building and maintaining relationship with their target customers through Internet. In this paper, an attempt has been made to develop a comprehensive model for E-CRM which will be helpful for the Indian companies. The literature survey highlights the earlier research references in the area of electronic customer relationship management to augment the body of knowledge for this study.

Keywords: E-CRM, KAM, CMA