Enabling and Measuring Electronic Customer Relationship Management Readiness
نویسندگان
چکیده
This work provides a comprehensive customer-focused evaluation framework that businesses can use to assess their electronic customer relationship management (eCRM) readiness. The framework is intended to provide a big picture of the overall composition of e-CRM, to facilitate gap analysis, and to support a monitoring and feedback process. Knowledge management, trust, and technology are identified as key enablers of e-CRM. Finally, we propose weighting and rating scales to aid in assessing customer relationship management readiness, and provide examples of their use.
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