Ecrm Benefits, Considerations, Pitfalls and Trends Essay

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Electronic Customer Relationship Management: Benefits,
Considerations, Pitfalls and Trends
Shannon Scullin
School of Management
New Jersey Institute of Technology
Newark, NJ 07102
Jason Allora
School of Management
New Jersey Institute of Technology
Newark, NJ 07102
Geoffrey Owen Lloyd
School of Management
New Jersey Institute of Technology
Newark, NJ 07102
Jerry Fjermestad
School of Management
New Jersey Institute of Technology
Newark, NJ 07102
(973) 596-3255
Fjermestad@adm.njit.edu
Abstract

Electronic Customer Relationship Management (ECRM) has become the latest paradigm
in the world of Customer Relationship Management. ECRM is becoming more and more
necessary as businesses take to the web. No longer can web-enabled companies rely on
the traditional brick & mortar strategies that have gotten them to where they are today.
Such organizations have to evolve with the market instead of behind it. This paper
promotes the value of ECRM, explores its benefits, outlines the focal points to address
prior to implementation, outlines potential pitfalls during implementation and ways to
avoid, takes a look at recent trends and presents a proven ECRM success story.
Introduction

All organizations involved in on-line business to business and/or business to
consumer selling need to educate themselves about the new phenomenon of electronic
customer relationship management (ECRM). According to Romano (2001), ECRM is
concerned with attracting and keeping economically valuable customers and eliminating
less profitable ones. Romano and Fjermestad (2002) are convinced that ECRM will
continue to develop as an important area of study in MIS and such relevant referent
disciplines as Computer Science, Marketing and Psychology. What, then, is the
relationship between customer behaviors and corporate opportunities to implement

ECRM? Each day, business and consumer purchasing over the Internet increases.
Customers purchase on-line for a number of...

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