Evaluating ECRM System Benefits for BT: A Project Management Report

This project management report examines the advantages of implementing an ECRM (Electronic Customer Relationship Management) system for BT (British Telecom). The study identifies the core benefits of ECRM, including recognizing new opportunities, understanding customer needs, and improving customer service, marketing, and database management. The research methodology involves a literature review to address the research issue and achieve the objectives. While ECRM offers benefits such as increased performance and profitability, the report also acknowledges challenges like technological changes and the need for employee training and development. BT needs to focus on research and development, as well as employee training, to ensure successful ECRM implementation. The report references academic sources to support its findings and conclusions.

PROJECT
MANAGEMENT

ABSTRACT
Major objective of this study is to determine major advantages of
ECRM system for BT.
Further, research has also identified the major challenges which
may affect the implementation process of ECRM system.
Author has conducted review of literature for resolving research
issue and attaining all objectives.
Author has found that major benefits of ECRM are recognising new
opportunities, needs and requirements of customers

INTRODUCTION
Project management means a process of managing a specific
project of organization for resolving business problem or attaining
specific objectives in effective manner.
It is facing issue of poor customer services.
Traditional way of customer relationship management methods is
currently followed by BT but it is not an appropriate way for
managing customer’s and their needs and requirements.
So, for improving poor customer service BT wants to implement
ECRM system.

CONCLUSION
According to the research evidence ECRM is beneficial for
recognising new opportunities, needs and requirements of
customers. Resolving customer’s issue, marketing and promotion,
integration of data base management, etc.
All these benefits help in increasing performance, profitability and
income of the organization.
On the other hand technological changes, training and
development of employees are considered as major challenge for
BT at the time of implementation of ECRM.
So, organization needs to focus on research and development as
well as training session of employees

REFERENCES
Ojiako, U. and Maguire, S., 2009. Seeking the perfect customer experience: a case study of British Telecom. Strat.
Change 18. Pp. 179–193.
Wahab and et.al, 2010. The Relationship between E- Service Quality and Ease of Use On Customer Relationship
Management (CRM) Performance: An Empirical Investigation In Jordan Mobile Phone Services. Journal of
Internet Banking & Commerce. 15(1).
Ohio, S., 2015. Content Gateway is Launched by ECRM. Chain Drug Review.
Taylor, A. S. and Hunter, G., 2014. An exploratory investigation into the antecedents of Satisfaction, brand
attitude, and loyalty within the (b2b) ecrm industry. 27.
Kennedy, A., 2006. Electronic customer Relationship management (ecrm): opportunities and Challenges in a
digital world. Irish Marketing Review. 8(2).