Building a Conceptual Model for E-CRM Implementation Strategy

Abstract

The relevance of Information Technology (IT) on Electronic Customer Relationships (E-CRM) within the implementation strategy can be emphasized. This E-CRM implementation strategy is the result of the innovative process related to electronic customers and organizations. However, achieving excellence and the correct deployments of the E-CRM implementation strategy requires rethinking of the E-CRM strategy on a different level in the E-CRM process. To achieve this goal, this paper suggests a conceptual model for E-CRM implementation strategy, focused on all stages from E-CRM mission to E-CRM strategy at different levels (operational, analytical, and collaborative) and connected with E-CRM process (electronic customer acquisition, electronic customer retention, and electronic customer expansion). This in order to increase the customer orientation strategy, customer intelligent strategy, and knowledge capture strategy to reach to the vision of E-CRM. Additionally, the stages presented in this paper may help managers in designing an E-CRM implementation strategy to achieve higher innovation, effectiveness, efficiency, and profitability based on the nature of the underlying electronic marketing activities and the new database technology used for communication with customers.