conceptual CRM therefore provides a unified view of CRM tying together the associated processes and technologies
in the external and internal levels. Figure 3 illustrates how different processes and technology implementations can
be tied together and coordinated through the enterprise model. Furthermore, the model allows the consolidation and
coordination of data and events across different processes through various customer touch points and channels. For
example, the event of returning goods triggers the process of refunds to the customer. The event of a change order
may trigger different processes in the supply chain. Different types of data from Web-based transactions, call
centers, point of sales, marketing surveys, mail in rebate cards, and other touch points can be consolidated via the
conceptual CRM model creating useful information and knowledge about customers. CRM process and technology
implementations at the external and internal levels are mapped to the conceptual model creating the roadmap for the
integration of data, processes and technologies.