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


Alignment of the technology to support business goals


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.


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