Customer relationship management in an e-business environment

Abstract

Customer relationship management (CRM) is no longer a consulting buzzword but reality for many companies. Cable and telecommunications companies are prime candidates for a CRM transformation, as competition in this sector increases and excellent service is a critical success factor. This paper discusses needs for CRM and how it can address many operational challenges. It also focuses on enhancing the e-business aspects of interactions to provide a consistent customer experience. With E-CRM in place, customer segmentation is enhanced and high value customers are treated properly. Finally, in addition to technology, all aspects of a CRM transformation must be considered which impacts processes, people and supplier/outsourcer relationships.