CRM Architecture: Process, Systems, Approaches, and Indian Context

This report provides a detailed analysis of CRM architecture, focusing on process and system levels. It examines various aspects of CRM, including campaign management, sales management, service management, and customer loyalty. The report classifies CRM systems into operational, analytical, and collaborative categories, highlighting their functions and applications. It also explores the integration of KM and ERP systems within CRM. Furthermore, the report discusses different CRM approaches based on strategic objectives, processes, and systems. The report also includes the CRM approaches adopted by the Indian Financial Services Industry. Finally, it identifies the major issues faced, such as lack of knowledge, fragmented data, and technological underutilization, and concludes with the importance of CRM architecture for businesses.