Journal of International Information Management


An Electronic Customer Relationship Management system or eCRM helps organizations shift from mass marketing of goods and services to customized marketing of personalized offers. As consumers are constantly getting more technologically savvy and sophisticated, eCRM systems allow businesses to tune-in to their customers' needs and design appropriate personalized marketing campaigns. They not only allow more intelligent customer interactions and responses, but also do it in a cost effective manner. The primary purpose of this paper is to explain the eCRM concept and describe the major organizational benefits of eCRM.