Electronic customer relationship management (eCRM)
makes use of new media technologies to help firms maintain
and optimize their communications with clients. eCRM
reconfigures the existing components and organizational
functions of new media technologies (e.g., marketing information
management, public relations, and customer services).
Users can gather, organize, analyze, and distribute customer
information through electronic commerce or online interactions,
allowing their organizations to engage in meaningful
dialogue with individual customers to better understand and
fulfill their needs. In addition, new customer interface modes
enable organizations to identify the emergence of new market
demands or problems. For example, firms can offer personalized
content for individual customers based on their previous
purchase history and preferences.