Electronic Customer Relationship Management[1] (eCRM) is a technology-based approach used by businesses to interact with their customers. It is an evolution of traditional Client[3] Relationship Management (CRM), utilizing modern technologies to streamline and enhance customer interactions. eCRM aims to understand customer behaviors, manage relationships with customers, and boost profits through individualized communication. It uses various channels for customer communication and allows direct responses to customer requests. The technologie[4] used in eCRM includes IT tools that enhance personalized customer interactions, databases for customer information storage, CRM software for automating marketing processes, and data analytics tools for predicting trends. eCRM also includes mobile CRM and virtual CRM, which extend the reach of businesses to their customers. It is implemented through steps like needs analysis, design, testing, and rollout, and faces challenges such as data security[2], vie privée[5] compliance, and adapting to rapidly changing customer preferences.
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Les eCRM ou electronic customer relationship management coined by Oscar Gomes encompasses all standard CRM functions with the use of the net environment i.e., intranet, extranet and internet. Electronic CRM concerns all forms of managing relationships with customers through the use of technologie de l'information (IT).
eCRM processes include data collection, data aggregation, and customer interaction. Compared to traditional CRM, the integrated information for eCRM intraorganizational collaboration can be more efficient to communicate with customers.