Thesis
ECRM : the evolution to online customer services
- Creator
- Rights statement
- Awarding institution
- University of Strathclyde
- Date of award
- 2000
- Thesis identifier
- T11422
- Qualification Level
- Qualification Name
- Department, School or Faculty
- Abstract
- The arrival of e-commerce and its popularity have led to high competition in most industries because it offers companies, either new or old, big or small, opportunities to reach global customers more rapidly and more effectively than ever. To keep themselves competitive and retain their position in the intense market, companies must be aware of the importance of online business and attempt to make best use of these opportunities. Many companies that already have their presence online or do business online have now started to realise that online service is a next step they have to go for. Concurrently, companies that already exploiting the Customer Relationship Management (CRM) concept in the form of call centre have found out that such a traditional CRM is ineffective to improve customer satisfaction, retain customer loyalty or reduce operating costs. As a result, their focus has shifted from traditional CRM channel to online service.Electronic Customer Relationship Management (eCRM) is based on the attempts to integrate different service delivery channels, including online service, and build the consistent view of their customers throughout the organisation. Services through online media in forms of the Internet, e-mail, online self-service, or live chat can enhance these companies to focus on better service delivery for existing customers while change their prospects into loyal customers. ECRM enables companies to form more effective relationships with their customers while opening up opportunities to reach customers in broader markets, and improve sales and market share.This dissertation discusses the different aspects of eCRM in terms of the eCRM concept, key strategies, relevant technologies, benefits from eCRM, the eCRM market and major vendors, and the eCRM practices in the real business world. It was discovered that eCRM has not been broadly accepted in terms of the concept and the system. However, the fundamental concept of eCRM deals with the interactions between companies and their customers mainly through the Internet. In the eCRM market sector, there is no real leader while the complete eCRM system will be launched probably about the end of 2000 at the earliest. In addition, key issues of eCRM implementation plus customer opinions regarding online services were analysed and discussed in the dissertation. It was discovered that the main reason many companies decided to implement the eCRM system was to improve their customer satisfaction. They were reasonably satisfied with the entire implementation of the eCRM system. For the study of customers' opinion, it was discovered that customers were generally satisfied with online services and online services had the potential to become more accepted as a powerful alternative of service delivery channels.
- Advisor / supervisor
- Gibb, Forbes
- Resource Type
- DOI
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