국내 기업의 e-CRM 도입사례 분석과 향후 발전전략 고찰

A Study on the Introduction of e-CRM to Korean Companies and Future Development Plans

Recently, CRM has been integrated with e-CRM based on information and technology and its introduction is increasing. In particular, as e-CRM effectively collects information of customers with low cost and consolidates relations with customers through interactions with them, it is easier to achieve the marketing goals of companies. This study examines theories of CRM and e-CRM, and discusses development plan for successful introduction of e-CRM based on case studies on its introductions.Political suggestions are presented as follows: First, the basic rule to manage customers in respect to e-CRM is customer-oriented management. For optimal customer management, various customer service channels that support customers in real world as well as online should be provided for the best e-CRM system. Second, of increasing online customers, important customers should be sorted out for which individualized services should be provided and if so, they can be faithful customers. It is believed to be a true development direction of e-CRM appropriate to current society. With introduction of e-CRM, values and needs of customers should be analysed through various sorts of communication and information activities, and segmental marketing activities should be developed.