Key elements of the definition:

Focuses on strategic impact rather than operational

impact.
Benefits are long term rather than immediate
CRM is a total discipline. It includes all the functions that
directly touch the customer.
Information
+Technology
+People
+Process
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=Products

Phases of Customer Management

Customer Relationship Marketing, which included a very strong
focus on the customer
Customer Relationship Management, which was supposed to
remedy the alleged neglect of other functions contributions to
the management of customer relationships;

Enterprise Relationship Marketing, which adds the supply chain

dimension;
e-CRM Electronic Customer Relationship Management which
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adds the focus of e-business;

Aspects of CRM
There are four aspects of CRM, each of which can be implemented
in isolation:
Active CRM: A centralized database for storing data, which can be
used to automate business processes and common tasks.
Operational CRM: The automation or support of customer
processes involving sales or service representatives
Collaborative CRM: Direct communication with customers not
involving sales or service representatives (self service)
Analytical CRM: The analysis of customer data for a broad range of
purposes
Reeti Agarwal
Reeti Agarwal