Communications of the IIMA


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.