Elements of CRM system:
| CRM applications | Examples of functions supported | Examples of application |
| Applications that support the analysis of aggregate customer information | Marketing Risk management | Data mining |
| Applications that support service delivery | Sales Operations Service | Sales force automation Content personalisation Contact point integration Supply chain integration |
| Applications that transform service delivery | Sales Operations Service Procurement | Web self service mobile commerce |
Principle:
Alignment of the technology to support business goals
Issues:
Change in business processes to realize the benefits of that technology
Powerful underlying relational database, ex. Supported by more comprehensive data warehouse and data mining tools.
Applications:
To connect the various experiences a customer has with a company and encourage customer retention
Source of CRM system:
(Chandler-Wilde, R. 2005) Henley Business School