Whereas CRM (Customer Relationship Management), is primarily focused on customers, the “x” in xRM replaces the “C” as a variable that can represent any relationship a business needs to manage.

This could include customers, members, sponsors, employees, knowledge bases – just about anything a business might wish to manage within a relational database. The “x” also refers to extended relationship management, in terms of expanding CRM platforms way beyond customer relationship management.

xRM opens up a multitude of possibilities for developing relationship-oriented solutions and implementations, providing the framework that can facilitate over and above traditional CRM. In essence, extending CRM platform functionality is the key, helping manage business processes too niche to be addressed by ERP or any other specialist off-the-shelf solution.

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xRM demystified | enhancing business processes & strengthening relationships

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