Qasim Saeed

Comparison of CRM models.

Provided CRM models central thought is of customer centricity of each
activity and in order to achieve that relationship approach is used. Models are
least interested in financials at embryonic stages and just emphasize on it later in
the cycle.
Attribute

Relations
hip

Technolo
gy

Custome
r
Lifecycle

Strategy

Performan
ce

Process

MODELS
IDIC

Value
Chain
Five
Process
Gartner

QCi

Multiple similarities and differences can be observed in above table, as

relationship attribute is common among all models. It is due to the fact that all
models develops their financial gain from cultivating a long term relationship and
emphasize on building this with customer. Models stresses upon the point that
customers need not to be considered just cash cows for the company and consider
them as humans and being human, building relationship is important. This
relationship will yield profits for the company later stages.
Another similarity is of technology in three models, large companies invest
aggressively in technology of CRM, and these models also consider the technology a
part in developing CRM for company. Few models in above grid also introduces
performance metric to actually check the model efficiency.
Looking at differences, it is clear two models i.e. Gartner`s and QCi lays
importance on technology and information part of CRM whereas rest does not
discuss these parts. Same way Gartner and Five process model also shares thought
on strategy (both business and customer), at the same time other three models
keeps silent on strategy matter. Another stark difference is only five process model
discusses performance metric in its fold, performance metric helps in gauging the
model implemented and also helps in tweaking where it is required. Other models
discuss process and no measure is introduced to gauge the performance. Gartner
and QCi models lays particular stress on performance of model and QCi model also
discusses people factor in model. QCi is only model which discusses people aspect
in the model.
CRM models have profound impact on the subject, they help in improving the
performance of the company. Analysis of models informs about the increasing

Qasim Saeed
breadth of the subject. Models touches multiple distinct areas of subject which
enriches the subject further. It also helps in developing core areas of the subject and
also shows philosophical differences among different models.