THE COMPETITIVE ADVANTAGE OF E-CRM VS. TRADITIONAL CRM

Customer relationship management (CRM) includes the expedients that an organization applies tobuild long time relations with customers and realize their requirements in order to attain more value.Electronic customer relationship management (e-CRM) is an online strategy for identifying, obtainingand retaining customers. In today’s technological world that almost any company has access to theinternet, e-CRM is essential for companies to position themselves to operate in a highly competitivemarketplace. Special capabilities provided by e-CRM for making relations with customers, lead tocreate competitive advantage. Competitive advantage capacitates companies to have more efficiencyin compare with other competitors operations. There is urgency among organizations to become morecustomer-focused, and give a high priority for using new and effective technologies in managingrelationships with customers. E-CRM implementation properly needs to apply hardware, software andapplications for management. The data gathered from customers, their purchasing patterns and otherforeseen information are analyzed in order to find new patterns and policies to achieve customersatisfaction that finally results in gaining more profitability for the company. In this paper we willsurvey e-CRM techniques and its capabilities to create competitive advantage, in contrast withtraditional CRM.

Keywords:

Competitive advantage , CRM , e-CRM