Electronic Customer Relationship Management (e-CRM): Opportunities and Challenges in Banking Industry
Publish place: 03rd International Conference on eBanking
Publish Year: 1388
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
EBANKING03_010
تاریخ نمایه سازی: 15 اسفند 1387
Abstract:
Electronic customer relationship management (e-CRM) is seen to arise from the consolidation of traditional CRM with the e-business applications marketplace and has created a flurry of activity among companies. E-CRM is the proverbial double-edged sword, presenting both opportunities and challenges for companies considering its adoption and implementation. This paper describes the marketing opportunities created by e-CRM for service oriented companies especially banks such as enhanced customer interactions and relationships as well as personalization options, all of which are potential sources of competitive advantage. It also explores the challenges confronting banks implementing e-CRM such as managing an on-line channel, data integration issues and information technology (IT) architecture challenges.
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Authors
R Rastan
Iran university of Science and Technology
M.R Gholamian
Assistant Professor – Grade ۲, IT Eng Group, Department of Industrial Engineering
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