This book offers a state-of-the-art survey of information systems research on electronic customer relationship management (eCRM). eCRM is becoming a part of a Sense-and-Respond organization, with IT-enabled capability of adaptation to a rapidly changing business environment. The text provides important new frameworks derived from current cases and applications in this emerging field. Various researchers, professors and managers have contributed their experiences in this field.
The experts contribution in this volume bring forth all the three components of eCRM: analytical (based on formal analysis of large stores of customer data, frequently involving data mining from data warehouses), operational (delivery of surpassing customer service in an integrated fashion across all touch points), and collaborative (co-coordinating the activities of all business partners in the delivery of customer service).
The book is organized in four parts :
Part I presents an overview of the role of CRM and eCRM in marketing and supply chain management; Part II focuses on the organizational success factors behind eCRM implementation; Part III presents cases of eCRM performance enhancement; and Part IV addresses eCRM issues in business-to-consumer commerce.