Current Trend and Literature on Electronic CRM Adoption Review

Abstract

Abstract Electronic Customer Relationship Management (e-CRM) is a collection of processes, concepts, and tools that allow an organization to maximize their e-business applications. The purpose of e-CRM is not only to bring about changes in the area of marketing, but also to improve the company’s efficiency in managing customers, then to increase customer service, safeguard precious customers, and to help provide organizations with analytic capabilities. The various opportunities provided by e-CRM including interactive and improvised customer relationships, managing customers’ touch points and personalization options, even more than that, are a powerful way to gain a competitive advantage. Computer technology including customer profiles, decision support, and data warehouses are all applicable in e-CRM, however, web and computer related development make various additional technologies applicable to e-CRM. Such as voice portals (Interactive Voice Response), bots, virtual customer representatives and web phones (IP Telephony/VoIP). This study provides an analysis and review of e-CRM and its technologies. The 14 papers are the ones that satisfied the inclusion criteria used to select systems for the study. The summary of findings shows that the latest e-CRM technology has its advantages in helping customer service and the benefits of e-CRM from various aspects such as current challenges, developments, comparison between CRM and e-CRM, benefits, impacts, customer relationship, customer satisfaction and the importance of e-CRM. The result of this survey will give future direction to potential.