Customer Relationship Management (CRM) is not just an integration of marketing, sales and service solution. It requires companies not only to change the company`s key business strategy but also to change its current business processes from customer oriented perspectives. Successful CRM can be achieved through “closed-loop” processes that can cover analytical, operational, and collaborative CRM. In contrast, from the information perspective, enterprise information architecture should be designed to make CRM related decision-making possible. Therefore, this thesis proposes both process architecture and information architecture for effective CRM. CRM architecture is applied to a real-life bank to illustrate its usefulness.
