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Electronic Customer Relationship Management - Essay Example
In today's world, technology has changed the way businesses were used to be conducted. Traditional ways are now evolving to accommodate and use information technology to foster business growth. However, the key area that business must focus upon in order to grow is the customers…
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 ...