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E-Customer Relationship Management

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Handbuch Digitale Wirtschaft

Zusammenfassung

Mit der fortschreitenden Digitalisierung vieler Wirtschaftsbereiche gehen auch tief greifende Veränderungen im Customer Relationship Management (CRM) einher. Vor diesem Hintergrund greift der folgende Artikel das Electronic-CRM (E-CRM) als Teilbereich des CRM auf, der zunehmend an Bedeutung gewinnt. Ausgehend von neuen technologischen Rahmenbedingungen, wie etwa Big Data Analytics und Künstliche Intelligenz sowie der wachsenden Anzahl von Customer Touchpoints werden in diesem Beitrag neue Handlungsfelder des E-CRM aufgezeigt und die damit verbundenen Chancen und Risiken für das CRM beleuchtet.

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Correspondence to Achim Kießig .

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Kießig, A., Lohmann, K., Zanger, C. (2020). E-Customer Relationship Management. In: Kollmann, T. (eds) Handbuch Digitale Wirtschaft. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-17291-6_25

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  • DOI: https://doi.org/10.1007/978-3-658-17291-6_25

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