خلاصة:
The advancement in technology, information and communication has forced
banks and financial institutions into hard competition. In this new era
technology, people and customer are the elements which the banks are
concentrating on them to manage customer relationship and success of banking
in customer satisfaction. Electronic customer relationship management (e-CRM)
is seen to arise from the consolidation of traditional CRM with the e-business
applications marketplace and has created a flurry of activity among companies.
The purpose of this study is to examine the competitive advantages on e-CRM in
financial institutions and banks and obtain better understanding of the e-CRM
benefits. A qualitative research approach was used for this study. Empirical data
was collected through interviews were conducted with twenty six banks which
just sixteen of them are participated. Our findings indicate Accessibility,
Convenience, Services quality, Timeliness, and Trust are the most important
benefits of E-CRM. We found that implementation of E-CRM bring about the
following competitive advantages: Up to date of banks, Preparation of up to date
technology, Proliferation of channels, Marketing and Strategic Factors and
Fragmentation of customer segment.
ملخص الجهاز:
Electronic customer relationship management (e-CRM) is seen to arise from the consolidation of traditional CRM with the e-business applications marketplace and has created a flurry of activity among companies.
We found that implementation of E-CRM bring about the following competitive advantages: Up to date of banks, Preparation of up to date technology, Proliferation of channels, Marketing and Strategic Factors and Fragmentation of customer segment.
(Stanton, 1994) Organizations want to increase return on investment (ROI), customer loyalty, effective marketing, improved customer service & support and cost reduction, with the successful implementation of e-CRM (Scullin, 2002).
Their findings indicate that Swedish banks are well aware of the benefits and applications of the e-CRM and use the system to maintain good relationships with their customers.
(Scullin, 2002) Specific Benefits of E-CRM According to Kennedy definite opportunities of E-CRM are: Enhanced Customer Interaction and Relationship, Managing customer Touch Points, Personalization and E- Loyalty and Source of Competitive Advantage.
There are five benefits for banks in implementing CRM: Relationship with customers(Eddine.
By implementation of E-CRM, customers gain benefits such as: Customer interaction and satisfaction(Reddy, 2007), Convenience (Reddy, 2007), Speed of processing the transaction through e-Response (Singh, 2002), Trust(Reddy, 2007) and Service quality (Reddy, 2007).
Kennedy, 2006) The customer related aspects are very important in implementing E-CRM which motivates the organizations to increase their customers' interactivity for gaining more competitive advantages such as: Marketing and Strategic Factors, Corporate Culture, Change Management of Sales Force, Customer Interactivity and Knowledge, Technological Readiness, Business Structure.