In thinking about a generic CRM technology product, I was recently asked what the common components are. Having recently been involved in a high profile government RFP and Vendor Evaluation, I have come up with the following list of common components. I believe these components represent the DNA of a CRM Technology solution.
CRM Function (Sales)
Customer and Contact Management
Opportunity and Pipeline Management
CRM Function: Marketing
Collateral and Product Management
Profiling and Segmentation
CRM Function: Customer Service
Service Request/Application Management
Maintain, Repair, Overhaul
CRM Function: Multichannel Mgmt
Customer Self service portal
Social Media Integration
Customer Data Hub (MDM)
I would be interested to hear whether I have missed anything.
These represent the high level capabilities and it is possible to move some of the subsections into other categories. It is also possible that certain aspects are contained below the subsections e.g Catalogue Management could be under Pricing or Collateral.