Customer Relationship Management - A Digital Perspective

Abstract

For most people, the word relationship conveys a feeling of faith, understanding, and acquaintance. When companies start down the road of customer relationship management, they attempt to gain loyalty by implementing business processes with the focus on the enhancing of relationship with their customers.
There are many reasons for the rise of customer relationship management (CRM) and its digitized version e-customer relationship management (eCRM) in recent years. The most important underlying shift that has forced customer relationship management into the limelight is the enhanced macro-economic move towards customer centricity. Terminological controversy apart, customer relationship management or digital customer relationship management, are core to all businesses. Fundamentally, the difference between CRM and eCRM is reflected in the difference between business and e- business. The .e. will appear increasingly redundant, once we are all used to every thing being digital.