For businesses that have online presence, e-CRM systems provide the necessary relationship management with customers. This is a critical area because there is minimal human intervention from the company's employees when a customer logs on to the website. Hence, the impression and/ or the services that the customer gets exposed to from the website might be a decisive factor towards his/ her decision to continue business with that particular company. This paper presents an analysis of a business entity in form of an audit of its efforts to promote and use e-CRM systems. E-CRM theory is discussed and recommendations are provided to the business to improve the state of affairs.
The target company for this audit is HSBC Bank Australia Limited. HSBC is a commercial bank based in London but has a huge network of branches around the globe. It is listed on the London, New York, Paris, Hong Kong and Bermuda stock exchanges and operates in a truly global fashion (HSBC, 2007). In Australia, HSBC has 35 branches and offices and provides a wide range of personal and commercial financial services in addition to other services like trade finance, investment advisory, treasury and other traditional banking operations.
As a customer browsing a financial institution's websites, the ideal e-experience should not be distinguishable from the experience the user would have when he or she vis ...Show more