CRM starts with an understanding of what customers want or need, then develops products and services that meet those needs. Selling then becomes more of an order fulfillment exercise. It also contains the company's internal communication infrastructure that essentially comprises the veins and arteries that carry information internally throughout the organization. CRM is a business process that permeates throughout an organization. For it to work, several advanced analytic technologies must be applied in key places.
Analytic elements provide the company's business intelligence.
They use facts provided by other corporate elements to calculate key indicators. Analytic elements also house creative centers in which methodological specialists devise new and better ways to wring even more insights from corporate experience. Analysis is the organization's brain, telling its mouth what to say and its hands what to do. According to Malcolm Hobbs, senior vice president for marketing at Sagent Technology, the schematic has become complicated because of evolution in corporate structures. You may have one for checking, one for savings, one for mortgage lending, one for personal loans and one for credit cards.