Electronic Customer Relationship Management (e-CRM): Opportunities and Challenges in Banking Industry

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.

کلیدواژه ها:

Electronic Customer Relationship Managements (e- CRM) ، Opportunity ، Challenge ، Banking industry