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Word Count: 869
Just as the term e-business no longer refers to the simple practice of conducting business on the Internet the expression e-CRM has evolved from just an online point application to a more comprehensive ongoing strategy to enhance the end users overall experience Today e-business not only encompasses the exchange of goods and services online but also has grown to include customer service and business collaboration In turn e-CRM developed as a complement to a businesss overall CRM strategy has morphed to become an integrated online plan that includes Web analytics content management self-service and collaboration Now that e-CRM takes a more holistic view of the customer the employment of appropriate online technologies will only move it closer to replicating the real-time interaction in the offline world that produces happier customers sustained loyalty and increased sales With the onset of the Internet came a push for companies to establish a global presence In fact a recent Frost Sullivan report valued the global CRM marketplace at 11 billion last year In addition this report listed the interactive marketplace as one of the main drivers of this growth--tallying a 30 percent increase between 2000 and 2001 Since the online world has become such an integral part of day-to-day business and because it appeals to such a mass global universe of consumers businesses are constantly searching for innovative yet cost-efficient methods to reach these relatively faceless individuals Furthermore e-businesses must also face the daunting task of harnessing the once borderless Internet in a manner that complies with new restrictions and regulations moving e-CRM from a nice to have methodology to a must have strategy The most successful e-CRM strategies are those that closely tie the companys online initiatives to corporate business objectives And contrary to current perception this can be accomplished through technology without a large investment in time resources and money Additionally one must need to take a look at adding a new type of business intelligence--IP-based
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