|
In this chapter, we have studied in detail about how to manage customer
relationships online.
The chapter discusses about the key elements of CRM that includes acquiring
new customers, generating more business from existing customers and
retaining profitable customers.
It also explains four types of business integration which is crucial for an
efficient e-CRM infrastructure including integration of customer content,
customer contact information, extended enterprise and systems.
Finally, the chapter discusses various organizational challenges faced while
implementing CRM and explains CRM strategies for targeting, acquiring, and
retaining e-customers. |
|
Short Case Studies / Caselets
