he Role of Information Technology in Electronic Customer Relationship Management

The aim of this study is to investigate the role of information technology in customer relationship management. First, were familiar with the principles and concepts of customer relationship management. Then the necessity of CRM in the organization and customer relationship management purposes are expressed. CRM systems and dimensions of CRM are examined. The relationship between customer relationship management and organizational performance, customer relationship management features, key success factors in the implementation of CRM, improve customer service by implementing CRM and the benefits of customer relationship management system are expressed. Discussion of this paper is the use of factors of IT in CRM. During the discussion, the concept of electronic customer relationship management, eCRM difference with CRM, the benefits of electronic customer relationship management, Mobile phone application in CRM and website role in electronic customer relationship management are discussed.