Editorial Board __________________________________________________________________________________________ ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT (ECRM): BENEFITS AND TRENDS

ABSTRACT Electronic Customer Relationship Management (ECRM) refers to the marketing activities, tools and techniques delivered via the Internet which includes email, world wide web, chat rooms, e-forums, etc., with a specific aim to locate, build and improve long term customer relationships to enhance their individual potential. The Electronic Customer Relationship Management (ECRM) can include the etechnologies and new e-channels including mobile telephony, customer call and contact centre's and voice response systems. This implies that electronic relationship management (ECRM) using mobile marketing may indeed offer an effective way to reach, and build relationships with, demanding customers in rapidly changing markets. Another e-technology offering companies opportunities for managing customer interactions is voice response systems