In recent years CRM has made significant strides world over as an effective aid to serve customers. There may be hardly any organisation which in some way or the other is not using CRM philosophy. CRM received fillip with the advent of internet and related web enabled technologies. As companies make the transition from a product-only focus to a customer focus, CRM emerges as a technology that brings customers closer to organizations to retrieve information online. In view of considerable research and developments in web enabled CRM area during last two decades it becomes necessary to take stock of emerging technologies and identify emerging opportunities and bottlenecks in implementation. In this paper it is attempted to review developments in e-CRM that facilitates online service to customers. Apart from review of technology related developments, the study focuses on identification of thrust areas resulting benefits and implementation strategies.
Customer relationship management, e-CRM, customer relationship path, implementation strategies
