as they can over the period of that customer’s patronage. By e-CRM a fi rm can keep in touch with
customers, and make them aware of new products and services. In this way marketers can improve
real-time marketing through e-CRM.
■Cost-effectiveness: E-CRM emphasizes profi tability through utilizing electronic channels to retain
customers and establish customer loyalty. Intense competition increases the cost of acquiring a
new customer. Compared to this, the cost of retaining an old customer is lower if the relationship is
maintained regularly through e-mail or other electronic means of communication.
■Customized environment: Firms use ERP interface communicating systems with customers under
e-CRM to optimize the customized ...
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