A BUSINESS MODEL AND FRAMEWORK FOR ELECTRONICCUSTOMER RELATIONSHIP MANAGEMENT

Abstract

With the just-a-click-away competition in today’s e-era, to better understand a firm’s customers and serve them correspondently is one of the key factors for business success. Customer Relationship Management (CRM) emerges quickly in recent years under this circumstance. Despite its popularity, there is still a significant failure rate of CRM implementation projects. This paper proposes a Customer-Product model to guide the preadoption evaluation of CRM projects and an ERP/CRM integrated framework for CRM adoption.