Enhancement of Customer Relationship Management Using MCRM and SCRM

Archana C, Sheetal Waghmare

Abstract: In recent years Customer Relationship Management (CRM) has made significant strides world over as an effective aid to serve customers. CRM is no longer considered a business trend, but an industry standard that is required to secure and maintain competitive advantage. CRM, when correctly and effectively utilized, results in increased profitability and greater customer loyalty, two key needs for any organization. In view of considerable research and developments in web enabled CRM area during last two decades it becomes necessary to take stock of emerging technologies and identify emerging opportunities and bottlenecks in implementation.

Keywords: CRM, ECRM, MCRM, SCRM