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|Title:||Using e-CRM for a unified view of the customer|
|Authors:||Pan, S.L. |
|Citation:||Pan, S.L., Lee, J.-N. (2003). Using e-CRM for a unified view of the customer. Communications of the ACM 46 (4) : 95-99. ScholarBank@NUS Repository. https://doi.org/10.1145/641205.641212|
|Abstract:||The emergence of e-commerce, which has changed many aspects of existing businesses and generated new companies with new business models and business opportunities, is discussed. Many organizations are adopting the concept of electronic Customer Relationship Management (e-CRM), which provides the ability to capture, integrate and distribute data gained at the organization's web site throughout the enterprise. Web-based CRM applications provide integrated marketing, sales, e-commerce and customer support services to the enterprise through a single, customized Web interface. An e-CRM infrastructure provide internal personnel with a single view of the customer, regardless of how they are interacting with the company.|
|Source Title:||Communications of the ACM|
|Appears in Collections:||Staff Publications|
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