eCRM Integration in E-Business: First Line of Offense to Competitive Advantage

Abstract

Integrating an eCRM system in today’s business world is increasingly becoming the standard setting to the successful building of robust customer retention programs. However, integrating eCRM systems requires not only a technological perspective but a process perspective too. Developed in this work are several key phases that are integrated into the development of the CROSIT and CPR models. These two distinct models are developed to assist e-businesses in articulating eCRM through a combination of system, application, and process activities. The CROSIT model encompasses two central themes, with the centrifugal being the engine of the model. These attributes relate to the input and output of information flows: the customer and the e-business’s response to the eCustomer or traditional customer. The CROSIT model encapsulates a five-layered dimensional approach to integrating technologies, resources, strategy, and manageability of an eCRM system. The extension of CROSIT is the CPR model is used to gauge the readiness of the eCRM system, its applications, interrelated processes, and sub-systems and their integration into the e-business environment.