CRM Value Chain Enablers: Data & Analytics and Marketing/Sales/Service Processes
Customer Think
MAY 25, 2023
By Francis Buttle[1], Julie Jones[2], Merlin Stone[3] 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.
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