CRM, e-CRM

How e-CRM can enhance customer loyalty


I would like to share this paper by Liz Lee-Kelley, David Gilbert, and Robin Mannicom from the Surrey European Management School, University of Surrey, Guildford, Surrey, UK about their findings on the role played by e-CRM in customer loyalty.

The authors define e-CRM as the marketing activities, tools, and techniques delivered over the Internet with a specific aim to locate, build and improve long-term customer relationships to enhance their individual potential.

Their study found that e-CRM can directly improve loyalty of the Internet customers. They conclude that security and trust as well as service-quality attributes (speed and convenience) could be incorporated into the e-retailer’s e-CRM strategy. They also recommend that by careful structuring an e-CRM strategy, and its integration into the basis of the business strategy and operations, an Internet-based retailer should then have a better understanding of their online customers to create and maintain a two-way relationship to improve customer longevity.

Read the article: How e-CRM can enhance customer loyalty

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Systems Engineer, MBA in IT Operations and Marketing Intelligence. Experience and continuous interest in IT Operations, Marketing Research, Social Media, CRM, and Strategy. (My comments, shared articles and interests do not necessarily represent neither my clients' nor former or current employers')

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