Improve Intelligence of E-CRM Applications and Customer Behavior in Online Shopping

Conceptual Framework

In the present modernized world, E-CRM is a top priority for most business oriented organizations yet there are very many non-clear issues regarding its effectiveness and role in the company setting. Through the use of business intelligent applications like OLAP (online analytical processing server), companies can predict future business performances and prepare with respect to the different conditions. As a means of understanding the above ambiguities, we should view CRM from a strategic and systematic perspective (Adebanjo, 2003). A conceptual framework (Figure 1), in this case, includes all functions affecting customer interaction using the E-CRM applications and relevant areas that require flexibility. The flexible changes are essential to the marketing department since they act as a managerial, strategic approach. This framework and porter value chain is similar since it entails primary and supportive activities with the integrating factor being the E-CRM application. Through its marketing activities, the company acquires customers. Customer retention through E-CRM is essential as it helps in customer retention that later leads to customer expansion and an efficient, competitive edge. With supportive activities like channel, integration and information management E-CRM is used strategically (Kamiloglu & Zarali, 2009). The conceptual framework in Appendix 1 integrates the three essential components that are important in improving the intelligence of E-CRM and customer behavior in online shopping. The three basic components are: