The Impact of CRM Technology in e-Commerce

Modern-day firms are constantly seeking new ways to forge close relationships with their most valuable customers. Latest developments in technology, networking and database management make this possible by providing managers with both motivation and reliable tools for improving their Customer Relationship Management (CRM) strategies.This book explains the intricacies of implementing CRM. It focuses on the organization's ability to provide a personalized and satisfactory experience to each customer. Using his vast experience in research and academic writing, the scholar highlights why innovative, visionary and relationship-oriented managers reject the transactional or a product-focused approach where trust and repeated purchases are not an over-riding consideration. This book therefore connects CRM systems implementation with organizational change and their impact on the growth of e-commerce firms.