Customer relationship management (CRM) is a multifaceted process, mediated by a set of information technologies, which focuses on creating two-way exchanges with customers so that firms have an intimate knowledge of their needs, wants, and buying patterns. In this way, CRM helps companies understand, as well as anticipate, the needs of current and potential customers. Functions that support this business purpose include sales, marketing, customer service, training, professional development, performance management, human resource development, and compensation. CRM is the philosophy, policy and coordinating strategy connecting different players within an organization so as to coordinate their efforts in creating an overall valuable series of experiences, products and services for the customer.

DRC provides very powerful customer relationship management system which includes sales force automation, customer services and management, task and calendar management.

There are several different approaches to CRM.

• Operational CRM
• Sales Force Automation (SFA)
• Analytical CRM
• Campaign Management
• Collaborative CRM
• Geographic CRM

Operational CRM provides support to "front office" business processes, including sales, marketing and service. Each interaction with a customer is generally added to a customer's contact history, and staff can retrieve information on customers from the database when necessary.

One of the main benefits of this contact history is that customers can interact with different people or different contact channels in a company over time without having to describe the history of their interaction each time.

Sales Force Automation is a type of Operational CRM that is designed to automate sales-force-related activities, such as lead tracking. Software products perform such tasks as:

• Keeping lists of leads
• Assigning list segments to salespeople
• Allowing list contacts to be called or e-mailed
• Tracking responses
• Generating reports

Analytical CRM analyzes customer data for a variety of purposes:

• Design and execution of targeted marketing campaigns to optimize marketing effectiveness
• Design and execution of specific customer campaigns, including customer acquisition, cross-selling, up-selling, retention
• Analysis of customer behavior to aid product and service decision making (e.g. pricing, new product development etc.)
• Management decisions, e.g. financial forecasting and customer profitability analysis
• Prediction of the probability of customer defection (churn analysis)

Analytical CRM generally makes heavy use of data mining.

Campaign management software is marketing-oriented CRM software that combines elements of Operational and Analytical CRM and allows campaigns to be run on an existing client base. Campaign Management is used when you need to create personalized offers when it is prohibitively expensive to personally contact each client.

The function of the Customer Interaction System or Collaborative Customer Relationship Management is to coordinate the multi-channel service and support given to the customer by providing the infrastructure for responsive and effective support to customer issues, questions, complaints, etc.

Geographic CRM (GCRM) is a customer relation management information system which collaborate geographic information system and traditional CRM.

GCRM combines data collected from route of movement, types of residence, ambient trading areas and other customer and marketing information which are matched with relevant road conditions, building formations, and a floating population.