An analysis of CRM and E-CRM strategies in small to medium businesses in Ireland

Abstract

The central research question for this current study is: The analysis of Customer Relationship Management (CRM) and Electronic Customer Relationship Management (E-CRM) strategies in small to medium businesses in Ireland. In order to answer this question, the following research questions were devised and the answers were deduced from the findings and results of the qualitative analysis conducted: RQ1: Define the principles of CRM and E-CRM that are linked with the retention of customers. RQ2: Find and discuss the online channels that are available to businesses so that they can better define their E-CRM. Find out exactly what practises are being used in order to evaluate and control customers. Examples of market leaders and their E-CRM strategies will be outlined and discussed here. RQ3: Analyse the importance that is being placed on E-CRM from an Irish online business perspective. Make an assessment of their views and thoughts on E-CRM activities. RQ4: Finding out how innovative, focused and productive they are in their processes when using online channels for E-CRM.