Chapter 4. e-CRM—What's the Difference?

Now that we've created our working definition of Customer Relationship Management, we are ready to take a look at the special case of CRM on the Internet. We will also take a closer look at what has changed about CRM because of the Internet and what hasn't changed. As we discussed earlier, the Internet provides a new set of tools for interacting with customers. It is not a new way of life or even a new business function, but it is a new touch point medium with some new challenges and some great new opportunities. One of the major changes the Internet has brought to the marketplace is putting more information and control in the hands of customers. Customer expectations have been raised with the result that we all now have new requirements for and measures of success.