is a ‘software’ that helps a business organization in managing its customers better (Anderson & Stang, 2000). CM software enables the sales people and service representatives to have a quick access over the information related to the customers. Tis allows the sales force of the company to immediately provide the customers with a more customized service according to the customers’ needs regarding the products and services the business is offering (Williams, 2006). Acording to Kumar and Reinartz (2006), CM is defined as a strategic process of selecting a firm can most profitably serve.
I is also capable of shaping the interactions between a company and these customers with the goal of optimising the current and future value of the customers for the company (Kumar & Reinartz 2006, p Based on the definition, CM is a process of enterprise-wide that has the potential to affect decisions related to marketing communications, picing, cstomisation of products and services, rsource allocation across different customers or customer groups, ad customer support services. Te capability of CRM for a web access gives value in the whole process.
Bcause of the effectiveness of CRM strategy, i is commonly used today in maximizing the customer value across the global customer portfolio of the company (Ramaseshan et al. Trough CRM, te company can have the opportunity to build a more personal approach with their target customers. Wthin this context, te e-commerce technology such as CRM can be use to improve the overall customers’ experience with regards to the companies’ products and services. I most cases, te e-loyalty can be used as an online program create a value proposition in order to enhance the relationship building between the company and its customers (Gommans, Kishnan, &Scheffold, 2001).
Bsically, eloyalty is about engendering trust and value towards the valuable customers by humanizing digital loyalty (Pitta, Fanzak, &Fowler, 2006). Terefore, i helps create strong relationships with the website’s prospective customers and customers online. Iplementing E-loyalty programs in B2B can be more effective than the traditional B2B marketing because the Website offers a virtual sales and training room that is accessible 24 hours a day. Oe nice about e-loyalty program is the fact that it. ..
Please type your essay title, choose your document type, enter your email and we send you essay samples