CRM tries to capture data across the organization, at all the touch points through e-mail, fax, call centres, direct sales, point of sale. This data is consolidated in a central database, where it can be analysed and results sent to various customercontact points so that they provide better service. There are three components linked to a CRM system:
| 1. Customer information system |
This is the repository for customer-level data and transactions. That's what helps an executive on the front desk greet a regular customer by name when he checks into the hotel.
| 2. Middleware |
This connects database and the applications and manages access to the data and the communication of the data on the network. Applications could include mining tools to search through huge volumes of data.
| 3.
Data warehouse |
It's the engine that drives CRM, enabling companies to extract information from underlying data to develop a better understanding of the most profitable relationships. Databases can be centralised for common usage, and can apply to a single user on the desktop. Companies are beginning to realise that it is best to distribute the knowledge of the customer across the organization.
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