In the digital economy of the 21st century, the focus of production efficiency and product differentiation is shifted to value creation and relationship management. Customer relationship management is a critical business strategy in gaining competitive advantages. The ubiquity of the Internet has changed the way businesses are conducted. Real-time CRM is becoming increasingly significant to enable the agility of businesses to provide quick, accurate and complete responses to customer needs. This paper examines the structural makeup of real-time CRM that consists of e-business enabled CRM (ECRM), knowledge enabled CRM (KCRM) and business intelligence enabled CRM (ICRM). An architecture is developed for real-time CRM utilizing the components of e-business, knowledge-based systems, virtual data warehousing and real-time analytics.
Chan, Joseph O.
"The Anatomy of Real-Time CRM,"
Communications of the IIMA: Vol. 6
, Article 11.
Available at: http://scholarworks.lib.csusb.edu/ciima/vol6/iss1/11