ABSTRACT
This chapter introduces CRM. It begins with an overview of the major interpretations of CRM – the IT perspective and managerial perspectives, as well as a discussion of how CRM and Customer Experience relate to one another. The chapter then introduces three forms of CRM – strategic, operational, and analytical. Importantly, operational CRM encompasses marketing automation, sales automation, and service automation. The chapter also explores the changing face of CRM by contrasting CRM 1.0 and CRM 2.0 before going on to describe a range of common misunderstandings about CRM. It then defines CRM and describes three comprehensive models of CRM (the IDIC model, the CRM Value Chain, and the Five-Process Model); a new definition of CRM is then provided.
