CRM Triangle

The following diagram which is called as CRM Triangle.

Strategy refers to the whole stand taken through the company. It could selected a defensive posture in that it complies along with the minimum requirements as stipulated through the Regulatory organization or it could be an aggressive company along with newer services and better service delivery. Therefore, it could stand among. Process is the method and the related inputs to deliver services. People skill and knowledge along with most highly, attitude should also be in line along with the technology.

Figure: CRM Triangle

Such holistic approach is particularly meaningful in electricity Distribution business that is presently passing by a transition form a completely regulated market to at least a partly deregulated one. Customers are nowadays more informed and demanding. Distribution companies are also becoming conscious in which technology could only act as an enabler and modifies in other organizational aspects are together required.

The principle of CRM is in which the more information an organization has about its customers, the better. According to one well known expert, Prof. Adrian Payne of Cranfield University (U.K.), CRM is "the strategic procedure of identifying desirable customer segments, micro-segments, or individual customers on a one to one basis and developing integrated programs in which maximizes by targeted customer acquisition, retention 'and profit enhancing activities'.