Abstract:
The continuous and rapid development of information and communication technology (ICT) influenced the
operations and services provided by the banking sector. Many financial institutions adopted the ?customer
is king\queen? strategy by changing their business environment, making use of various types of ICT to their
relationship with their customers. One of the major new trends is the concept of e-CRM, which defines an
improved relationship with customers utilizing the Internet, web browsers, and other web application. E-CRM
is making customer service more effective and efficient. This paper aims to gain a better understanding of the
application of e-CRM concept and its benefits to both customers and banks utilizing the case of the Egyptian
Arab Land Bank in Jordan.