تبيين وضعيت مديريت ارتباط با مشتري الكترونيك ( e-CRM )

Description of Electronic Customer Relationship Management Situation

Successful companies always utilize modern methods and tools as competition advantages to achieve the development and continuous improvement. One of these tools is customer relationship management (CRM) which today perceived as an e-CRM, by information and communication technology (ICT) development. This kind of management is a strategy that firms can create beneficial relationship based on conceptual and received customerʹs values. So, today, accurate cognition and evaluation based on this tool is global researchers and managers challenge. In this research, we assess e-CRM performance under the customer, internal business, innovation and learning, and financial perspectives of the balanced scorecard. We have selected PISHGAMANE KAVIRE YAZD Set (as e- commerce companies) to acquire significant data in the case study involved and sampled by snowball method. Also, we use experts viewpoints and questionnaires to collect data. Results show that, with successful e-CRM programs, internet businesses can experience significant levels of improvements under all the four perspectives of BSC, including tangible measures (such as financial outcomes), the less tangible indicators (such as customer value), innovation, excellence, and efficiency in business processes. Thus, higher levels of perceived e-CRM is claimed significantly higher levels of improvements in customer satisfaction, transaction amounts and frequency, brand image, effective database management and customer targeting, efficient business processes, technology utilization, excellence and innovation in services, improved sales, profitability and decreased service support costs.