Actually my research is about How to build an e-radio as one of tools in Customer Relationship Management (CRM). Francoise Tourniaire, in his book "Just Enough CRM" (2003) said, "The CRM name and abbreviation were invented specifically to refer to the then-emerging class of tools that automate the customer-contact functions."

Other definition of CRM, based on Wikipedia, is a broad term that covers concepts used by companies to manage their relationships with customers, including the capture, storage and analysis of customer information.

Professor Adrian Payne, in his book "HANDBOOK OF CRM: Achieving Excellence in Customer Management" said, CRM is a business approach that seeks to create, develop and enhance relationships with carefully targeted customers in order to improve customer value and corporate profitability and thereby maximize shareholder value.

In the same book, Professor Adrian Payne classify CRM into three types:

First type: Operational CRM– This is the area that is concerned with the automation of business processes involving front-office customer contact points. These areas include sales automation, marketing automation and customer service automation. Historically, operational CRM has been a major area of enterprise expenditure as companies develop call centers or adopt sales force automation systems.CRM vendors focus on offering an increasingly wide range of operational CRM solutions.

Second type: Analytical CRM – This involves the capture, storage, organization, analysis, interpretation and use of data created from the operational side of the business. Integration of analytical CRM solutions with operational CRM solutions is an important consideration.

Third type: Collaborative CRM – This involves the use of collaborative services and infrastructure to make interaction between a company and its multiple channels possible. This enables interaction between customers, the enterprise and its employees.

I hope we'll discuss this problem again in the next articles :) . See you soon.