optimization of various activities in the value chain in real time. All of these stages are applicable to the evolution of CRM
strategies. The focus of CRM in the last two decades was on automation, functional enhancements and some cross-activity
integration. CRM strategies have to move beyond these stages to the integration and real-time optimization of the CRM value
chain that spans across the value chains between the customer, the firm and its extended enterprise. This requires a real-time
integrated model of information, business processes and technology platforms across multiple value-chains in the extended
business enterprise. It further requires the cross-functional and cross-organizational integration of operations and analytics. The
enterprise model provides the framework for CRM value chain integration and optimization to facilitate value creation both for
the customer and the firm.