Customer Relationship Management (CRM) and E-Commerce: Challenges and Future Opportunities

Technology has drastically changed how businesses operate. Growing usage of internet for commercial purposes has increased the growing influence of e-commerce in the overall business activities carried out globally. Countries like India , China, Brazil and South East Asian nations have become hub of the IT enabled services and provide necessary wherewithal to conduct global e-commerce smoothly. With advancements in technology, there have been many changes has been occupied. Thus, Continuous Customer Relationship and Customer Relationship Management (CRM) become the goal for customer retention. CRM, if performed correctly, allows creative marketing people to gain insights from information for new product ideas or new Promotional campaigns and turn them into profits. Today, CRM has extended beyond sales and marketing to include functions such as finance, R&D, channel partners, and even customers. In the backdrop of all these developments the paper presents about customer relationship management (CRM) and its emerging research of challenges in e-Commerce. The challenges associated with customer, strategic and collaborative relations. This paper also proposes future opportunities of e-commerce in customer relationship management.