What is xRM?

Customer Relationship Management or CRM is the strategy employed by an organisation to ensure that the company’s processes are focussed on its prospects and customers. CRM solutions are technical solutions used to support these processes and are typically targeted at the sales, marketing and customer service functions of an organisation.

CRM software has become a necessity for many companies, enabling them to more effectively manage customer relationships.

So the sales and marketing takes care of ‘getting the deal’ or ‘closing the business’. And customer service is used to track issues and help with customer queries. But what about the rest of the business? Why track the management of the customer projects and customer work in another solution?

That’s where xRM comes in.

xRM is a line-of-business (LOB) application platform for the management of any part of the business. See the video below and you'll understand exactly what we mean.

xRM arose out of the use of customer relationship management (CRM) applications to manage customer relationships in marketing, sales and customer service to other areas of the business.

What is the ‘x’? 

The “x” in xRM is a placeholder for anything, so essentially xRM means the management of any type of relationship. This might be for example, the management of a training company’s students, giving us Student Relationship Management. Or it could be the management of a client’s vacancies in a recruitment agency.

Microsoft Dynamics CRM can be configured and developed to meet very different requirements and has begun to be recognised as not simply a functionally rich CRM solution, but as a platform for any type of LOB.