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QUESTION POSED ON: 28 March 2002
How can the transition of CRM to eCRM take place?
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EXPERT RESPONSE
The transition from CRM to eCRM begins with the desire to interact more
directly and personally with customers, prospects, and partners. This might
lead to initiatives that include Web self-service, instant messaging based
support, Web based order-entry, and PDA supported Web content.
The common thread in these scenarios is the use of technology to facilitate
simple, effective, and direct interactions with your target audience. Or,
put differently, technology is used to eliminate the organizational barriers
between your firm and its customers, prospects, and partners.
So, the transition to eCRM begins by thinking about how to best serve your
customers, rather than providing information about the customer to the
organization. This, incidentally, is good advice to both CRM & eCRM camps
because all CRM and eCRM projects are ultimately measured by the impact they
have on the firm's ability to attract and retain customers.
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