The CRM process is based around three key elements:

Ensuring that the data you have on your customers is not only correct, but in a suitable state for targeting communications programs.

The use of data mining techniques to find relationships that you did not know existed. Sometimes conventional analysis is impaired by your own natural assumptions and prejudices. Discovery techniques help to solve these issues by starting from ground zero - they simply search for relationships in the database against a set of objectives.

Your customers and prospects need to have the right messages communicated to them - quality Inter-Action drives quality Trans-Action.
This is done with a Campaign Management tool that can automatically select the right targets and the right messages via the right channels. The responses are then fed back into the Validation process for evaluation and refinement.