It becomes a matter of fact that the implementation of
CRM initiatives and programs have faced with failure over
different industries and businesses. In addition, the
understanding of CRM and its different aspects like
definition, scope, processes, and technology is still limited
and shallow. The previous discussion of the fundamental
theory of the CRM processes is very important to strengthen
the understanding of CRM, before planning for the adoption
and implementation of CRM initiative. The understanding of
the main components of any CRM initiative is very essential
for its success. People, technology, and process are the three
main components of CRM. This paper provides an extensive
review of the literature for the CRM processes. In essence,
there are three CRM types or forms that extend in
organizations which are strategic CRM, operational CRM,
and analytical CRM. From the critical analysis of the
literature there are four main perspectives of CRM processes
which are customer facing level processes, customer oriented
processes, cross functional CRM processes, and CRM
macro-level processes. They are different, integrated, and
play complementary roles for achieving the goals of any
CRM initiative. The understanding of the CRM processes as
one of the main elements of any CRM program is important
for understanding the amount of change and for identifying
the required integration with other business processes for
ensuring the successful CRM implementation.