Electronic Customer Relationship Management (E-CRM) Practices of Micro, Small, and Medium Scale Enterprises in Ghana

Abstract

This book chapter is aimed at finding out how SMEs in Ghana employ electronic customer relationship management (E-CRM) to improve their business performance.Case studies were used and five companies were selected and their managers interviewed. The study found that there is a growing awareness among SME owners about social media platforms. It also found that SME owners use such platforms for marketing and e-CRM purposes. The most reported social platforms used for e-CRM were found to be Facebook, WhatsApp and Instagram. Regarding the effectiveness of these platforms for marketing and e-CRM, the SME owners interviewed intimated that they are fast, convenient, and cost effective marketing platforms. This study concludes that SMEs in Ghana are aware of and use mostly free internet platforms such as Facebook, WhatsApp and Instagram for e-CRM. Specifically, SMEs use such platforms to share information with clients and build and maintain relationships.