Abstract:

The rapid increasing demands of customers that face organizations are concerned with the acquisition of new customers, bringing up new products to customers and new services so as to ensure customer retention. Furthermore, organizations take into account the process of interaction with the customers in order to develop Customer expansion. Therefore, the organizations start thinking of how to develop their performance and process. In this way, Customer Relationship Management (CRM) has become a key source for organizations to enhance the competitive advantage. This paper reviews CRM process and present suggestions for what a general process should include based on analysis of various models presented in CRM process. The main emphasis is laid upon the concepts of analysis, planning, and design across the CRM. Consequently, this paper contributes to the process of developing CRM process (Process about Customer, Process for Customer, and Process from Customer). The present paper will describe a more valid process to achieve Customer acquisition, Customer Retention, and Customer Expansion.