CRM Value Chain Enablers: Data & Analytics and Marketing/Sales/Service Processes

Francis Buttle*, Julie Jones, Merlin Stone

*Corresponding author for this work

Research output: Contribution to specialist publicationArticle


The CRM Value Chain (CRM VC), shown in figure 1, aims to demystify, characterise, and conceptualise CRM. The CRM VC is made up of three Core Processes supported by five Enablers all of which contribute to CRM’s goal of driving up customer profitability. In our previous two articles, we have first presented an overview of the CRM VC, and second, we highlighted CRM’s 3 Core Processes.

In this third article we identify and shed some light on two of the 5 Enablers – the conditions or resources that enable CRM to deliver on its promise of customer profitability: data and analytics, and marketing, sales, and service processes. We discuss the other 3 Enablers in our final article in this series.
Original languageEnglish
Specialist publicationCustomerThink
Publication statusPublished - 25 May 2023


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