The CRM Value Chain: 3 Core Processes

In our previous article, the first of four, we presented an overview of a new model of Customer Relationship Management, dubbed the CRM Value Chain (CRM VC). The 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 the goal of driving up customer profitability.

We explored the idea of customer profitability in our first article. In this second article, we dig deeper into the three Core Processes and in the third and fourth articles we survey the five Enablers.