Chapter 19: 1.1

The CRM (Customer Relationship Management) Process works in a cyclical fashion between the following elements:

1. Identify customer relationships--learning who/where the customers are, their product usage, etc.
2. understand interactions with current customer base--collecting data on customer interactions with the company including purchases and store visits, returns, etc.
3. capture customer data based on interactions--the above data set is sorted for useful information such as online coupons redeemed, date of last purchase, etc.
4. store and integrate data based on information technology--data such as questionnaires is used to get to know customer and leads to the next step of identifying profitable customers
5. identify best customers
6. leverage customer information--getting the right info to the right person at the right time.