Modelling eCRM Systems with the Unified Modelling Language

Abstract

Electronic commerce requires the redefinition of the firm’s relationships with partners, suppliers, and customers. The goal of effective Customer Relationship Management (CRM) practice is to increase the firm’s customer equity, which is defined by the quality, quantity, and duration of customer relationships (Fjermestad & Romano, 2003). The proliferation of electronic devices in the business environment has determined the companies to implement electronic customer relationship management (eCRM) systems, which are using advanced technology to enhance customer relationship management practices.