<s>
The	O
eCRM	B-Application
or	O
electronic	B-Application
customer	I-Application
relationship	I-Application
management	I-Application
coined	O
by	O
Oscar	O
Gomes	O
encompasses	O
all	O
standard	O
CRM	O
functions	O
with	O
the	O
use	O
of	O
the	O
net	O
environment	O
i.e.	O
,	O
intranet	O
,	O
extranet	O
and	O
internet	O
.	O
</s>
<s>
Electronic	O
CRM	O
concerns	O
all	O
forms	O
of	O
managing	O
relationships	O
with	O
customers	O
through	O
the	O
use	O
of	O
information	B-General_Concept
technology	I-General_Concept
(	O
IT	B-General_Concept
)	O
.	O
</s>
<s>
eCRM	B-Application
processes	O
include	O
data	O
collection	O
,	O
data	O
aggregation	O
,	O
and	O
customer	O
interaction	O
.	O
</s>
<s>
Compared	O
to	O
traditional	O
CRM	O
,	O
the	O
integrated	O
information	O
for	O
eCRM	B-Application
intraorganizational	O
collaboration	O
can	O
be	O
more	O
efficient	O
to	O
communicate	O
with	O
customers	O
.	O
</s>
<s>
He	O
considered	O
it	B-General_Concept
to	O
consist	O
of	O
attracting	O
,	O
maintaining	O
and	O
enhancing	O
customer	O
relationships	O
within	O
organizations	O
.	O
</s>
<s>
The	O
main	O
difference	O
between	O
CRM	O
and	O
e-CRM	B-Application
is	O
that	O
the	O
first	O
does	O
not	O
acknowledge	O
the	O
use	O
of	O
technology	O
,	O
where	O
the	O
latter	O
uses	O
information	B-General_Concept
technology	I-General_Concept
(	O
IT	B-General_Concept
)	O
in	O
implementing	O
RM	O
strategies	O
.	O
</s>
<s>
Major	O
differences	O
between	O
CRM	O
and	O
eCRM	B-Application
:	O
</s>
<s>
eCRM	B-Application
–	O
All	O
of	O
the	O
traditional	O
methods	O
are	O
used	O
in	O
addition	O
to	O
Internet	O
,	O
email	O
,	O
wireless	O
,	O
and	O
PDA	B-Application
technologies	O
.	O
</s>
<s>
eCRM	B-Application
–	O
Geared	O
more	O
toward	O
front	O
end	O
,	O
which	O
interacts	O
with	O
the	O
back-end	O
through	O
use	O
of	O
ERP	O
systems	O
,	O
data	O
warehouses	O
,	O
and	O
data	O
marts	O
.	O
</s>
<s>
eCRM	B-Application
–	O
Does	O
not	O
have	O
these	O
requirements	O
because	O
the	O
client	O
uses	O
the	O
browser	O
.	O
</s>
<s>
eCRM	B-Application
–	O
Personalized	O
individual	O
views	O
based	O
on	O
purchase	O
history	O
and	O
preferences	O
.	O
</s>
<s>
eCRM	B-Application
–	O
System	O
(	O
created	O
for	O
external	O
use	O
)	O
designed	O
based	O
on	O
customer	O
needs	O
.	O
</s>
<s>
eCRM	B-Application
–	O
Reduction	O
in	O
time	O
and	O
cost	O
.	O
</s>
<s>
As	O
the	O
Internet	O
is	O
becoming	O
more	O
and	O
more	O
important	O
in	O
business	O
life	O
,	O
many	O
companies	O
consider	O
it	B-General_Concept
as	O
an	O
opportunity	O
to	O
reduce	O
customer-service	O
costs	O
,	O
tighten	O
customer	O
relationships	O
and	O
most	O
important	O
,	O
further	O
personalize	O
marketing	O
messages	O
and	O
enable	O
mass	O
customization	O
.	O
</s>
<s>
ECRM	B-Application
is	O
being	O
adopted	O
by	O
companies	O
because	O
it	B-General_Concept
increases	O
customer	O
loyalty	O
and	O
customer	O
retention	O
by	O
improving	O
customer	O
satisfaction	O
,	O
one	O
of	O
the	O
objectives	O
of	O
eCRM	B-Application
.	O
</s>
<s>
Together	O
with	O
the	O
creation	O
of	O
sales	O
force	O
automation	O
(	O
SFA	O
)	O
,	O
where	O
electronic	O
methods	O
were	O
used	O
to	O
gather	O
data	O
and	O
analyze	O
customer	O
information	O
,	O
the	O
trend	O
of	O
the	O
upcoming	O
Internet	O
can	O
be	O
seen	O
as	O
the	O
foundation	O
of	O
what	O
we	O
know	O
as	O
eCRM	B-Application
today	O
.	O
</s>
<s>
As	O
we	O
implement	O
eCRM	B-Application
process	O
,	O
there	O
are	O
three	O
steps	O
life	O
cycle	O
:	O
</s>
<s>
eCRM	B-Application
can	O
be	O
defined	O
as	O
activities	O
to	O
manage	O
customer	O
relationships	O
by	O
using	O
the	O
Internet	O
,	O
web	O
browsers	O
or	O
other	O
electronic	O
touch	O
points	O
.	O
</s>
<s>
When	O
enterprises	O
integrate	O
their	O
customer	O
information	O
,	O
there	O
are	O
three	O
eCRM	B-Application
strategy	O
components	O
:	O
</s>
<s>
Examples	O
are	O
transaction	B-Application
processing	I-Application
system	I-Application
(	O
TPS	O
)	O
to	O
process	O
data	O
real-time	O
,	O
which	O
can	O
then	O
be	O
sent	O
to	O
the	O
sales	O
and	O
finance	O
departments	O
in	O
order	O
to	O
recalculate	O
inventory	O
and	O
financial	O
position	O
quick	O
and	O
accurately	O
.	O
</s>
<s>
Once	O
this	O
information	O
is	O
transferred	O
back	O
to	O
the	O
CRM	O
software	O
and	O
services	O
it	B-General_Concept
could	O
prevent	O
customers	O
from	O
placing	O
an	O
order	O
in	O
the	O
belief	O
that	O
an	O
item	O
is	O
in	O
stock	O
while	O
it	B-General_Concept
is	O
not	O
.	O
</s>
<s>
Today	O
,	O
more	O
and	O
more	O
enterprise	O
CRM	O
systems	O
move	O
to	O
cloud	B-Architecture
computing	I-Architecture
solution	O
,	O
"	O
up	O
from	O
8	O
percent	O
of	O
the	O
CRM	O
market	O
in	O
2005	O
to	O
20	O
percent	O
of	O
the	O
market	O
in	O
2008	O
,	O
according	O
to	O
Gartner	O
"	O
.	O
</s>
<s>
system	O
and	O
connect	O
with	O
their	O
customers	O
streamlined	O
in	B-Architecture
the	I-Architecture
cloud	I-Architecture
.	O
</s>
<s>
One	O
of	O
the	O
reasons	O
eCRM	B-Application
is	O
so	O
popular	O
nowadays	O
is	O
that	O
digital	O
channels	O
can	O
create	O
unique	O
and	O
positive	O
experiences	O
–	O
not	O
just	O
transactions	O
–	O
for	O
customers	O
.	O
</s>
<s>
An	O
extreme	O
,	O
but	O
ever	O
growing	O
in	O
popularity	O
,	O
example	O
of	O
the	O
creation	O
of	O
experiences	O
in	O
order	O
to	O
establish	O
customer	O
service	O
is	O
the	O
use	O
of	O
Virtual	O
Worlds	O
,	O
such	O
as	O
Second	B-Application
Life	I-Application
.	O
</s>
<s>
Its	O
highly	O
interactive	O
character	O
,	O
which	O
allows	O
companies	O
to	O
respond	O
directly	O
to	O
any	O
customer	O
's	O
requests	O
or	O
problems	O
,	O
is	O
another	O
feature	O
of	O
eCRM	B-Application
that	O
helps	O
companies	O
establish	O
and	O
sustain	O
long-term	O
customer	O
relationships	O
.	O
</s>
<s>
Furthermore	O
,	O
Information	B-General_Concept
Technology	I-General_Concept
has	O
helped	O
companies	O
to	O
even	O
further	O
differentiate	O
between	O
customers	O
and	O
address	O
a	O
personal	O
message	O
or	O
service	O
.	O
</s>
<s>
Some	O
examples	O
of	O
tools	O
used	O
in	O
eCRM	B-Application
:	O
</s>
<s>
However	O
,	O
in	O
a	O
world	O
where	O
almost	O
every	O
company	O
is	O
connected	O
to	O
the	O
Internet	O
,	O
eCRM	B-Application
has	O
become	O
a	O
requirement	O
for	O
survival	O
,	O
not	O
just	O
a	O
competitive	O
advantage	O
.	O
</s>
<s>
In	O
defining	O
the	O
scope	O
of	O
eCRM	B-Application
,	O
three	O
different	O
levels	O
can	O
be	O
distinguished	O
:	O
</s>
<s>
The	O
rise	O
of	O
the	O
Internet	O
and	O
eCRM	B-Application
has	O
boosted	O
the	O
options	O
for	O
self-service	O
activities	O
.	O
</s>
<s>
Many	O
factors	O
play	O
a	O
part	O
in	O
ensuring	O
that	O
the	O
implementation	O
any	O
level	O
of	O
eCRM	B-Application
is	O
successful	O
.	O
</s>
<s>
One	O
obvious	O
way	O
it	B-General_Concept
could	O
be	O
measured	O
is	O
by	O
the	O
ability	O
for	O
the	O
system	O
to	O
add	O
value	O
to	O
the	O
existing	O
business	O
.	O
</s>
<s>
eCRM	B-Application
allows	O
customers	O
to	O
access	O
company	O
services	O
from	O
more	O
and	O
more	O
places	O
,	O
since	O
the	O
Internet	O
access	O
points	O
are	O
increasing	O
by	O
the	O
day	O
.	O
</s>
<s>
mCRM	O
however	O
,	O
takes	O
this	O
one	O
step	O
further	O
and	O
allows	O
customers	O
or	O
managers	O
to	O
access	O
the	O
systems	O
for	O
instance	O
from	O
a	O
mobile	O
phone	O
or	O
PDA	B-Application
with	O
internet	O
access	O
,	O
resulting	O
in	O
high	O
flexibility	O
.	O
</s>
<s>
Since	O
mCRM	O
is	O
not	O
able	O
to	O
provide	O
a	O
complete	O
range	O
of	O
customer	O
relationship	O
activities	O
it	B-General_Concept
should	O
be	O
integrated	O
in	O
the	O
complete	O
CRM	O
system	O
.	O
</s>
<s>
The	O
technology	O
to	O
them	O
is	O
nothing	O
new	O
so	O
it	B-General_Concept
is	O
easy	O
to	O
adapt	O
.	O
</s>
<s>
By	O
following	O
these	O
and	O
also	O
keeping	O
the	O
IT	B-General_Concept
department	O
,	O
the	O
end	O
users	O
and	O
management	O
in	O
agreement	O
,	O
the	O
outcome	O
can	O
be	O
beneficial	O
for	O
all	O
.	O
</s>
<s>
It	B-General_Concept
also	O
has	O
to	O
be	O
kept	O
in	O
mind	O
that	O
the	O
mobile	O
CRM	O
system	O
must	O
be	O
able	O
to	O
grow	O
and	O
change	O
with	O
the	O
business	O
.	O
</s>
<s>
It	B-General_Concept
is	O
continuously	O
active	O
and	O
allows	O
necessary	O
individuals	O
to	O
take	O
action	O
quickly	O
using	O
the	O
information	O
.	O
</s>
<s>
Typically	O
it	B-General_Concept
is	O
an	O
opt-in	O
only	O
channel	O
which	O
allows	O
for	O
high	O
and	O
quality	O
responsiveness	O
.	O
</s>
<s>
Overall	O
it	B-General_Concept
supports	O
loyalty	O
between	O
the	O
customer	O
and	O
company	O
,	O
which	O
improves	O
and	O
strengthens	O
relationships	O
.	O
</s>
<s>
Designing	O
,	O
creating	O
and	O
implementing	O
IT	B-General_Concept
projects	I-General_Concept
has	O
always	O
been	O
risky	O
.	O
</s>
<s>
Differing	O
measurement	O
criteria	O
and	O
methods	O
of	O
the	O
research	O
groups	O
make	O
it	B-General_Concept
difficult	O
to	O
compare	O
these	O
rates	O
.	O
</s>
<s>
Some	O
known	O
examples	O
of	O
these	O
problems	O
are	O
conducting	O
credit-card	O
transaction	O
online	O
of	O
the	O
phenomenon	O
known	O
as	O
'	B-Application
cookies	I-Application
 '	I-Application
used	O
on	O
the	O
Internet	O
in	O
order	O
to	O
track	O
someone	O
's	O
information	O
and	O
behavior	O
.	O
</s>
<s>
In	O
a	O
recent	O
study	O
by	O
The	O
University	O
of	O
Pennsylvania	O
and	O
University	O
of	O
California	O
,	O
it	B-General_Concept
was	O
revealed	O
that	O
over	O
half	O
the	O
respondents	O
have	O
an	O
incorrect	O
understanding	O
of	O
how	O
their	O
information	O
is	O
being	O
used	O
.	O
</s>
