The DNA of a CRM system

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.

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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)

Order Management
Customer and Contact Management
Opportunity and Pipeline Management
Forecasting
Lead Management
Quotation Management
Activity Management
Partner Management

CRM Function: Marketing

Event Management
Campaign Management
List Management
Pricing
Collateral and Product Management
Profiling and Segmentation

CRM Function: Customer Service

Case Management
Service Request/Application Management
Task Management
Knowledge Management
Customer Support
Maintain, Repair, Overhaul
Contract Management
Content Management

CRM Function: Multichannel Mgmt

Agent Management
Call Management
Email Management
Roster Management
Customer Self service portal
Social Media Integration

Misc

Document Management
Payment Gateway
Customer Data Hub (MDM)
G.I.S Integration

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.

Any thoughts?

Author: Nick Davey

Evangelist, Strategist, Leader, Implementor, Author, Speaker and all round nice guy, Nick has built his entire career on improving the management of customers both from a customers perspective "looking in" and from within an organisation "looking out". You might call it CRM. Customer Relationship Management or, as Nick often says, Constantly Realigning Misconceptions. Nick reiterates that his comments are his own personal comments and do not necessarily reflect the opinions, strategy or views of any previous employer or customer.. He is delighted to be impartial and able to share ideas with open minded and collaborative professionals around the world. Outside of his passion for CRM, Nick pursues other less demanding passions such as Scuba Diving, Native Wildlife (e.g Wallaby) Rescue and Rehabilitation, Amateur Flying and watching as much Sport as his long suffering wife will permit.

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