E-CRM and CMS systems: potential for more dynamic businesses

• Author(s): Fernandes, Silvia Brito
• Date: 2009
• Persistent ID: http://hdl.handle.net/10400.1/2860
• Origin: Sapientia - Universidade do Algarve
• Subject(s): E-CRM; CMS; E-commerce; Multi-channel retailing,; Customer base; Business dynamics; Process integration; Web-based strategies; IT-enabled services; Relationship marketing; Customization; Virtual enterprise; ERP; Data warehouse; Information systems
• Document Type: Part of book or chapter of book
• Language: English

Description

Any change in customer’s behaviour affects the customer’s value. In addition, profitability and economic viability also change. Most companies still do not know entirely their customer base characteristics. They find difficult to define criteria that segment their customer base to find high-value customers. They need to focus on target selections to carry on with marketing campaigns which involve high investments. Given the potential of e-CRM and CMS as powerful tools to guide customer-oriented understanding and analysis, greater attention is required. Several companies, operating within the same business and having access to the same information and technology, differ in e-CRM performance. Without sufficient evidence, managers are prone to making investment decisions that are neither efficient nor effective. So it is imperative to base the decision of e-CRM and CMS adoption, on not only their analytical power, but also on economic viability criteria for sustainable business dynamics