إدارة العلاقة الإلكترونية مع الزبائن

الملخص EN

In the current era, business fields are witnessing rapid growth, especially with the developments in the field of information and communication technology and increasing the information industry.

This has made the surrounding environment of any institution, whether commercial or of service nature, trying to keep pace with these changes, especially in light of the competition known by all institutions.

This led to change its strategy based on the market as a key element to focus on the customer, who is an important and necessary factor in every business or service, so the latter tends to follow and adopt a new policy and strategy which depends, as mentioned above, on the customer (the agent) for being the main driver of its activity and effective force for its survival in the market, otherwise, it will demise, an this through the need to activate a strong dynamic nature-relationship of interaction with him electronically to ensure the sustainability of the relationship and maintaining it, which leads to the emergence of a new term known as the management of customer electronic relations, or simply CRM-E.

Therefore, we will try through this paper to shed light on the reality of the management of customer e-relationships in the telecommunications institution, since it is the most dealing with the customer, through a field study of Mobilis institution to know the extent of the application of customer relationship management in it.