E-Commerce Technology- CRM Implementation and It's Integration with Enterprise Systems

The World Wide Web (WWW) and lnternet have been two of the most significant developments of information technology since the 1990s, which have provided co-mpanies with the ability to development electronic commerce (E-Commerce). The term "ECommerce" is regarded as the exchange of "real products for real money through online channels". With the advent of lnternet in the 1990s, information exchange among companies has migrated to the Internet. Further, more and more companies are planning to migrate their business processes to the "ECorporation" and adopt e-commerce technologies such as CRM(Customer Relationship Management), ERP(Enterprise Resource Planning), and other enterprise systems to improve services to their customers and suppliers as well as to reduce their operational costs. However, executives who plan to adopt e-commerce technologies, for example ERP, CRM, or SCM (Supply Chain Management), to smooth their business operations often face the following questions: (1) What are the major e-commerce technologies? (2) How do these technologies help their companies? Customer Relationship Management (CRM) is used to define the process of creating and maintaining relationships with business customers or consumers. CRM is a holistic process of identifying, attracting, differentiating, and retaining customers. It involves more than simply listening to customers or providing better products and customer service. There are several factors that affect CRM implementation success and also, it can integrate with other enterprise systems. In short in this paper we identify some success factors contributing to CRM implementation and understand the collaboration issues of CRM, ERP, and other back-office applications.

کلیدواژه ها:

Customer Relationship Management (CRM) ، Electronic Customer Relationship Management (E-CRM) ، Enterprise Resource Planning (ERP) ، Supply Chain Management (SCM) ، E-Commerce Technology