The Core Components and Types of CRM

Abstract

This paper highlights the influence of knowledge on the customer relationship as the fourth core component of the CRM components which are technology, people and business processes. The fourth component emerges as a result of the advancement in technology, telecommunications, and the excess in customer information in the era of information. Moreover, this paper highlights the new fifth type of CRM namely “Showroom CRM”. Besides, the other CRM types are strategic CRM, Operational CRM, Analytical CRM and Collaborative CRM. The fifth type is a comprehensive business framework which includes the structure of the other types of CRM. Moreover, the researcher surveyed the web and listed a 250 CRM system packages and programs available in the software market. The summary and classification of the 250 CRM system is given in table (1) of appendix A of the study.

Keywords: CRM components, Knowledge Management, CRM Types, Showroom CRM, Customer Knowledge Management