Title:	E-BUSINESS AND CRM: DIRECTIONS FOR THE FUTURE
Author(s):	Stanley J. Birkin , Michael L. Harris
ISBN:	972-98947-0-1
Editors:	António Palma dos Reis and Pedro Isaías
Year:	2003
Edition:	1
Keywords:	CRM, Customer Relationship Management, eBusiness, eCommerce .
Type:	Full Paper
First Page:	121
Last Page:	128
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	Customer Relationship Management (CRM) is an important business activity that started in the 1980s to provide business customer interaction tracking, at a time well before the development of any form of B2B or B2C systems. These old-style CRM systems provided a much-needed way of maintaining a permanent record of important data and links with a company’s customers, usually via telephone interactions with call and help centers. The emergence of B2C and B2B in the 1990s provided yet another important channel of interaction with customers and companies then had to decide what level of integration was needed between the “old” style CRM and the newly emerging Web interaction systems. The purpose of this paper is to review the current state of development of CRM / Web based Customer Interaction systems and explore what more needs to be done in the future to provide eBusiness support and multichannel solutions that allow organizations to manage, synchronize, and coordinate customer interactions from all sources and across all channels – over the Web, using call centers, and via field sales, and service personnel. A modified Technology-to-Performance Chain model is presented to explore the dynamics of implementing complex IT projects such as CRM and to explain why these systems continue to present problems in their deployment.
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