rethinking by corporations about their business partners, customers and competitors (see Figure 15.2).
VRU, Web conferencing, e-chat, e-mail and portals are used in collaborative e-CRM. Real improve-
ment in collaborative e-CRM needs much more than just implementing technology—an organizational
change management and process design that exploits the new possibilities a technology creates.
15.12 FUNCTIONAL COMPONENTS OF ECRM
Implementation of e-CRM requires various components from different functional areas to perform in
unison to reach a customer-oriented solution. The major focus of e-CRM is developing long-term and
mutually ...
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