Using a slightly dry but useful typology model (see figure, taken from Econsultancy’s CRM in the Social Age report), we can look at the various development stages of CRM.
‘reengineering the customer-facing business processes and systems to ensure the efficiency and accuracy of day-to-day operations across sales, marketing and customer service’.
Storing, extracting, interpreting and reporting on customer data – to optimise business decisions and support customer-centricity.
‘integration of the front- and back-office processes that combine to support customer interactions.’
‘Deliver a consistent customer experience across social media, using analytics to support customer conversations and response handling. Integration of social data with broader CRM.’