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The Core Components and Types of CRM

Author

Listed:
  • Hussein A. Al-Homery
  • Azizah Ahmad

    (Universiti Utara Malaysia.)

  • Hasbullah AsharaiS

    (Universiti Teknologi Petronas, Malaysia.)

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.

Suggested Citation

  • Hussein A. Al-Homery & Azizah Ahmad & Hasbullah AsharaiS, 2019. "The Core Components and Types of CRM," Pakistan Journal of Humanities and Social Sciences, International Research Alliance for Sustainable Development (iRASD), vol. 7(1), pages :121-145, March.
    • Handle: RePEc:ani:ipjhss:v:7:y:2019:i:1:p:121-145
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    References listed on IDEAS

    as
    1. Saeed Gholami & Muhammad Sabbir Rahman, 2012. "CRM: A Conceptual Framework of Enablers and Perspectives," Business and Management Research, Business and Management Research, Sciedu Press, vol. 1(1), pages 96-105, March.
    2. Rapp, Adam & Trainor, Kevin J. & Agnihotri, Raj, 2010. "Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology," Journal of Business Research, Elsevier, vol. 63(11), pages 1229-1236, November.
    3. Rima Tamošiūniene & Regina Jasilioniene, 2007. "Customer relationship management as business strategy appliance: Theoretical and practical dimensions," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 8(1), pages 69-78.
    4. Chang, Woojung & Park, Jeong Eun & Chaiy, Seoil, 2010. "How does CRM technology transform into organizational performance? A mediating role of marketing capability," Journal of Business Research, Elsevier, vol. 63(8), pages 849-855, August.
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