BUILDING CUSTOMER RELATIONSHIPS IN AN ELECTRONIC AGE

Building Customer Relationships In An Electronic Age

Contents

CHAPTER 1: INTRODUCTION3

Scope3

The Purpose of the study4

THE PURPOSE OF THE STUDY IS TO ANALYZE THE TECHNIQUES AND METHODS TO BUILD CUSTOMER RELATIONSHIP IN AN ELECTRONIC AGE OF THE BUSINESS.4

CHAPTER 2: LITERATURE REVIEW4

Concept of CRM:4

E-CRM6

Advantages and Disadvantages of CRM:11

How to Implement E-CRM?12

CHAPTER 3: RESEARCH DESIGN19

Research Methodology19

Population & Sample Size20

Research Instruments, Sources And Procedure20

REFERENCES21

Building Customer Relationships in an Electronic Age

Chapter 1: Introduction

This study that will analyze theoretically and empirically the management of relationships with customers (CRM) in this electronic age that is Electronic Customer Relationship Management (ECRM), focusing on awareness of its implementation in the tough market competition. All companies use tools of CRM, but some do not know to use it effectively. Many companies of smaller size have a major competitive advantage over the medium or large, through the building effective customer relationship and managing it efficiently (Ulaga, 2003, 677).

Scope

The objective of this overall project is that directors and managers of micro aware of the existence of the CRM, have a knowledge of general tools, benefits and methods of implementation and realize the possibilities of application of this philosophy is not limited to large companies, that attempt to demonstrate through a comparison of a small business with a larger. Compare companies that are Mc Donald `s, which is clearly focused on meeting the client and is a model for companies in the industry, and a small deli in the neighborhood of Abasto, where you can apply many of the tools used by the chain U.S (Storbacka & Lehtinen, 213).

The Purpose of the study

The purpose of the study is to analyze the techniques and methods to build customer relationship in an electronic age of the business.

Chapter 2: Literature Review

Concept of CRM:

Is the set of strategies for business, marketing, communication and technological infrastructure, designed with the goal of building a lasting relationship with customers, identifying, understanding and meeting their needs. Allows the organization to focus its attention on the customer to interact more effectively with it, identify its importance, keep him in the organization and from going to the competition (Morgan,

1999, 281).

The relationship management tools with customers (Customer Relationship Management. CRM) are the solutions for technology to make the development of “theory” of relationship marketing, which is" the strategy of business focus on anticipating, meeting and meet the needs and desires present and likely customers. "

Most importantly, the internet has been the technology that has the most impact on the relationship marketing, and contributes a significant portion towards the reduction of the costs of interaction. It provides a bidirectional communication, with greater effectiveness and efficiency of the actions of communication, as well as a improved customer service by having a run of 24 hours, 365 days a year, taking in turn the ability to communicate with any site from anywhere, thus improving the processes commercial (Liljander, 1995, 141).

Currently, many companies are developing such initiatives. According to a study by Cap Gemini Ernst & Young in November ...