An e‐CRM application in the telecommunications sector: A case study from Greece

CRM (Customer Relationship Management), is a strategy that can help companies to build long lasting relationships with their customers and increase profits through the correct management system and the application of customer focused strategies. Nowadays, the penetration of the Internet has dramatically changed the situation because the Internet is suitable for the incorporation of CRM applications. Thus, it has changed into electronic‐CRM or e‐CRM. In this study the implementation of e‐CRM in the Greek Telecommunications Organization is examined and the benefits and problems as well as the success and failure factors are analyzed and presented. This study was based on the case study approach, since its fundamental characteristic is the “focus on a particular setting or event”. The results showed that the Organization had gained a lot of benefits from e‐CRM implementation, since it significantly helped the information flow in the Organization as well as relationships with customers.