Enabling and measuring electronic customer relationship management readiness

Abstract

This work provides a comprehensive customer-focused evaluation framework that businesses can use to assess their electronic customer relationship management (e-CRM) 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.