Electronic Customer Relationship Management: Success factors in a funnel sales process dimensional approach

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Conclusion and implication

Having to achieve the purpose of this research study in identifying the factors that contributes to the success in leading the customer through the company’s sales process that is oriented around the customer need with the crucial knowledge to and from the customer perspective with the most effective and efficient means, this purpose framework would be to satisfy the customer and lead them to further purchase in the company products or services. The outcome is that the customer acquisition cost would be significantly reduced by customer satisfaction and loyalty to the company offering. Therefore, when practitioners made use of the 33 factors describe in the literature review and proven in the findings while pay significant interest in the values, responsiveness, and qualities would arm the business strategy with a competitive advantage to compete in this new and ultracompetitive global economy (Ireland & Hitt, 2005).

The field of electronic customer relationship management has matured in the recent years when comparing with the findings in Romano and Fjermestad (2002) where the discipline is starting to categorise itself and definition of the discipline has yet acceptably been define among all scholars in this field of study. Furthermore, we would be seeing an increase in trends that is growing its interest in deeper research and will be making usage more intensively in the coming years.

A point suggestion that the author would like to add for software developers whom are the vendors in the computer application of customer relationship management or whether they are internal development team, given that this paper has introduced importance of customer knowledge and how that knowledge could grow over time as your business environment changes. The author would like for you to think of customers as objects and that knowledge is their properties that could be flexible in order to adapt to mutation of customer needs. Furthermore, if possible the customer objects contain the data that was collected should be stored as an object itself and not transform into a relational database like conventional practice. This purpose would be creating a responsiveness in the design system and provide a higher sophistic analysis to be perform which make the company’s staff more capable with the knowledge that is required to satisfy customers.

Although the author has made intensive research into the field of customer relationship management and relationship marketing which is a total of 102 reference that was cited in this paper and a further 589 journals was included in the bibliography section that was subject to the keyword analysis. But this is only the surface of what academics have made their contribution in the discipline and the further studies would be required for whom have taken interest in this subject field. Endearing that this is only the tip of the iceberg and as time progress the discipline will grow in size which would provide businesses with a core tool in how ECRM should be implemented in their business strategy. This mean that the reality that of responsiveness in satisfying the general consumer needs with help of technologies will soon be upon us.

Finally, the author have acknowledge the limitations that was impose during conducting and analysing the gathered both primary and second data, but feel confident that this paper fulfil the objectives and purpose that this paper was set out to do. Therefore, the author of this research paper is now proclaiming this work to be complete and would show as beneficial tool for both academics and practitioners implementing the research literature and findings of the paper for their usage, a product to which would contributes to the discipline of electronic customer relationship management.


  • Sangi Jerusha