Implementation of eCRM will have a major impact on business operations. Whereas business operations are developed to enhance benefits for the firm, an eCRM implementation can radically alter these business operations. This could entail changes in the functional roles of departmental members, re-engineering of work processes, as well as the introduction of totally new channels. For many years, businesses have operated under the assumption that each functional area is responsible for certain activities that define the importance of that particular functional area to the overall success of the firm. In some cases, functional areas were rewarded for, in effect, “out-doing” other functional areas of the firm. For instance, while sales and marketing were responsible for bringing in customers in order to increase revenues and profitability, the accounting and finance departments were often rewarded for denying favorable credit terms to these very same customers.

Since an eCRM implementation is a customer-focused initiative, business operations that impede a better customer relationship will be changed. Functional areas such as marketing, sales, service and support will be re-oriented to put the needs of the customer first. eCRM provides a way to close the gaps that commonly occur between these functional areas, and presents an image of continuity at the hand-off points

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