Challenges in Trust and Security by Implementation of E-CRM Among Banks and Financial Institution: A Case Study of E-Banking in Iran

The advancement in technology, information and communication has forcedbanks and financial institutions into hard competition. In this new eratechnology, people and customer are the elements which the banks areconcentrating on them to manage customer relationship and success of bankingin customer satisfaction. Electronic customer relationship management (e-CRM)is seen to arise from the consolidation of traditional CRM with the e-businessapplications marketplace and has created a flurry of activity among companies.The purpose of this study is to examine the competitive advantages on e-CRM infinancial institutions and banks and obtain better understanding of the e-CRMbenefits. A qualitative research approach was used for this study. Empirical datawas collected through interviews were conducted with twenty six banks whichjust sixteen of them are participated. Our findings indicate Accessibility,Convenience, Services quality, Timeliness, and Trust are the most importantbenefits of E-CRM. We found that implementation of E-CRM bring about thefollowing competitive advantages: Up to date of banks, Preparation of up to datetechnology, Proliferation of channels, Marketing and Strategic Factors andFragmentation of customer segment.