Integration of customer relationship management in e-commerce
by K.V. Manjunath; Madhuvaishnavi Thyagaraj; N. Shivaraj Shreya; K. Sridahar Inchara; Seema B. Hegde
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 15, No. 1/2, 2025

Abstract: In the contemporary digital landscape, the interconnection between e-commerce and customer relationship management (CRM) is unmistakable. Both are intricately linked by their shared focus on managing customer interactions and elevating customer satisfaction. Emphasising data analysis and technology tools, they collectively aim to enhance the overall customer experience and propel business growth. In the modern business environment, the synergy between CRM and marketing stands as an indispensable element for success. Together, they play a pivotal role in comprehending customer behaviour and preferences. This study delves into the impact of e-commerce and CRM on customer loyalty, specifically examining how to adept utilisation of CRM tools can contribute to heightened customer retention and increased repeat purchases in the realm of online business along with a real-life case study. Through the analysis of customer data and the strategic use of CRM tools, businesses can glean valuable insights into customer preferences and behaviour.

Online publication date: Wed, 16-Apr-2025

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