ABSTRACT
This chapter shows how to develop integrated contact strategies to deliver relevant messages throughout the customer lifecycle. Social customer relationship management (CRM) is a key aspect of CRM, but it focuses discussion on content marketing to build relationships with prospects and on delivering customer service and developing advocacy with customers on social media. The chapter helps in understand the options to support customer lifecycle communications with an integrated, multi-channel database. It introduces CRM and marketing automation. There is plenty of e-CRM software which enhances our ability to understand customers and enquirers, their needs, names, interests and a lot more. CRM and e-CRM help to keep ideal customers. Customer retention can be improved by improving CRM. The online world presents new challenges when nurturing customer relationships. The e-CRM explains the key elements, including two introductory-level sections on CRM itself plus relationship marketing and database marketing as well as personalization, profiling, managing incoming emails and implementing e-CRM.
