As a result of the study of the current customer relationship
management situation, the conclusion has been
reached that to tackle a CRM project successfully it is
essential to have an overall integrated methodology that
begins by defining the company strategy and which
includes aspects like planning, analysis of the strong and
weak points of the processes oriented towards the customer,
information technologies and financial control.
However, the existing methodologies do not integrate and
complement the strategic and technological aspects of
CRM properly (Hoffberg et al., 2003).