Abstract:

Electronic customer relationship management is one of the most challenging approaches. This is because of there is no accepted and general definition for it, and also most firms have only a technologic view of it. The purpose of this paper is giving a definition of e-CRM and comparing it to non-electronic CRM. By giving a strategic and multi view framework, e-CRM is divided into smaller and manageable processes so firms and customers can have a more effective and efficient relationship to gain maximum value.