EIRP Proceedings, Vol 4 (2009)

Abstract

CRM (Customer Relationship Management) is defined as the sum of business processes that an organization needs to execute in order to identify, choose, buy, develop and retain its clients. The extremely fast evolution and development of the Internet, as a new channel of communication also as an opportunity to effective fast dissemination led to the fundamental modification of the relations with clients. The Internet shifted the ability to control the market from seller to buyers. The new client that comed from the Internet is looking mainly for 24x7 access to seller's information and resources. The Internet client wants right context and ease of navigation with effective search tools. Ultimately, he is looking for a personalised buying experience, defined by ease of opening a personal account, ability to review his shopping cart in real time. The current article is aiming to present the current architecture designed to fulfil all this requirements.