Abstract

Background

What is CRM?

Integration of Front and Back Office Systems

Integration of CRM Strategies with the Internet

Practical Examples of CRM Strategies on the Internet

Conclusion

References
 

 
The Internet changes everything, it's about information and multiple way communication.  The Internet is directly responsible for introducing new paradigms into business and our personal lives.  New technologies such as WAP (Wireless Application Protocol), that will help determine the future of our world and the Internet, are being developed on an almost daily basis.   Yet, there is little concrete evidence to prove that companies are integrating the Internet with the rest of their business.

According to Peter Cochrane (Survival of the Fittest, Intelligence Vol. 5, No 10, 1999), corporate America has recently seen a rash of chief executive and board level resignations because of the lack of computer and Internet appreciation on the part of the management. 

Says Peter, "Investors and shareholders would be foolish to vest control of their financial futures with a group of individuals out of some previous and increasingly distant and the irrelevant era."

In the mid '90s, management "Guru's" were quoted as saying, "By the year 2000 businesses will be online, or out of business".  Today that is no longer true.  Being online is no guarantee for success what is important is the ability of a company to be "In-Line" and "online"!

Continuous interaction with customers is the only way to manage customer lifetime value and guarantee sustained future profits. 

Customer Relationship Marketing (CRM) on the Internet is definitely a strategic necessity!  Sadly, too few businesses are exploring this potential.

The concept of Customer Relationship Marketing (CRM) has become relatively well known and talked about by traditional marketers. This paper briefly looks at CRM and how it is or should be applied on the Internet.
 

References..........