4.2. Delivering CRM On and Off the Internet
In Chapter 3, we discussed CRM as a discipline that depends on people, process, information, and technology. It is not magic. There are no differences in the way we define CRM and e-CRM. But there are differences in the way we implement them that must be noted.
Lots of hype has surrounded the concept that e-CRM is a completely new approach to delivering customer experiences. In fact, e-CRM has exactly the same definition as traditional CRM: the strategic use of information, processes, people, and technology to manage the customer's relationship with your company across the whole customer life cycle. The Internet provides a new channel for customer interactions that we call e-CRM, much as we call customer ...
Get Customer Relationship Management: Getting It Right! now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
