by databases. The enterprise, in this form of E-CRM, uses knowledge of previous purchase
to come up with individually tailored offers for specifi c customers. Being able to use knowl-
edge about customers’ specifi c choice, preference, taste and so on adds value to the relation-
ship by singling out for special treatment.
■ Persuasive E-CRM: It is a highly leveraged E-CRM strategy whereby enterprises use knowl-
edge about customers to persuade them with different offerings that fi t their needs and meet
their requirements more closely. By sending mail or sms marketers inform customers consis-
tently about the product varieties, reward schemes, subscription offers and so on with a view
to encourage repeat purchase. Cross-selling and up-selling ...