E-customer relationship management with a focus on better understanding customer perception

The purpose of this study is to give a better understanding of customers’ perception of value from ECRM features. While remembering that customer relationship management (CRM) is an enterprise-wide activity and that the new e-channels are just part of the marketing mix, this paper describes how CRM can be enabled by the use of the new electronic and interactive media including the Internet, e-mail, VCRM, MCRM. These technologies are all included in the broad area of e-technologies which can be used to turn CRM into e-CRM. This paper includes meaning objectives, growth, levels and activities of ECRM. The paper also looks at some of the challenges; opportunities and recommendations related to e-CRM and identify the key organisational building blocks for effective e-CRM.