The Principle And Implementation Of ECRM

Along with the booming of e-commerce,the study of eCRM (electronic Customer Relationship Management) began only a few years ago. Compared to its implementation,the theory of eCRM is still backward. In China,the IT software companies have been pushing the eCRM software up since 2000. While for economic researchers,the eCRM remains almost untouched. This theme paper made an extensive discussion on the revolutionary impact upon enterprise management brought about by eCRM from the economic point of view instead of IT software angle.Using advanced IT technology to enhance the customer relationship related business processes such as marketing,sales and customer support and service,the eCRM is a multisystem which embraces a set of optimized enterprise management,systematic solution and computer software and hardware. To the utmost,the eCRM enhances the customer satisfaction and customer loyalty by reducing the sales cycle and cost and providing in-time service.Starting from the background of eCRM's generation,this theme paper puts forward that the eCRM is the mutual need of market environment,management innovation and sales concept evolution. The revolutionary impact upon enterprise management brought about by eCRM together with 1to1 marketing and knowledge management can be explained by customer-lock theory,customer income increasing theory and systematic optimization theory.During the implementation of eCRM,the investment scale,return cycle and working obstacle should be taken into account,especially the choice of software provider. According to different situation,the implementation of eCRM can be divided into 6 steps. Furthmore,MIS,Call Center and Data warehouse should be put emphasis on. Also,during the implementation,the eCRM should be integrated with SCM and ERP along with the construction of enterprise culture.