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Full-Text Articles in Business
Electronic Customer Relationship Management (Ecrm): Opportunities And Challenges In A Digital World, Aileen Kennedy
Electronic Customer Relationship Management (Ecrm): Opportunities And Challenges In A Digital World, Aileen Kennedy
Articles
Electronic customer relationship management (eCRM) is seen to arise from the consolidation of traditional CRM with the e-business applications marketplace and has created a flurry of activity among companies. ECRM is the proverbial double-edge sword, presenting both opportunities and challenges for companies considering its adoption and implementation. This challenges companies considering its adoption and implementation. This paper explores the marketing opportunities eCRM creates for companies such as enhanced customer interactions and relationships as well as personalisation options, all of which are potential sources of competitive advantage. It also explores the challenges confronting companies implementing eCRM such as managing an on-line …
The Effect Of Postpurchase Communication On Customer Satisfaction, Robert Ward, Darach Turley
The Effect Of Postpurchase Communication On Customer Satisfaction, Robert Ward, Darach Turley
Articles
To most practitioners, effective marketing has invariably meant "looking after the customer". However, attention is being increasingly directed at the preposition in this expression. " Looking after the customer " is more than ever a matter of "looking to the customer afterwards". Customer aftercare can take many forms, from courtesy phone calls to special client get-togethers. It seems reasonable to suppose that each form may have a characteristic impact on customer satisfaction. This article examines one particular form of consumer aftercare, postpurchase written communications. It investigates whether letters sent by a PC retailer to a sample of recent purchases increased …