What are the Three Common CRM Models?

What is the CRM model? CRM model is a framework where the company manages the customer relationship. CRM stands for customer relationship management. It manages the business as well as interaction with a potential customer. CRM is equivalent to business and is sincerely intended.

It is the framework that helps businesses manage and build customer relationships. Not only this, but it also helps in mastering and retaining customers and exploring the business more efficiently. This way, the business can create more trust and long-term customer loyalty for the company.

But what are the standard CRM models? Have a look below.

The Common CRM Model

IDIC Model

Peppers and Rogers Group gave the general blueprint for this module. The word IDIC stands for identity, differentiate, interact, customize. As the name suggests, it deals with four different stages.


The first and foremost step is to identify your customers. We'll explore your business more by identifying customers because the information is all you need to collect for future perspective.

The information includes the customer's name, address, and purchase history. The goal is to collect more and more information or data regarding customers because, in business, customer satisfaction is a must. The more you will know your customer, the better you can understand their behavior for future endeavors.


The next step is to differentiate among customers based on their projected lifetime value. Every individual is different. Therefore, all customers will hold different values to the business.

Differentiating your customer based on their value will help the company to build a strong customer relationship. The most valuable client will interact best and provide optimal profit to the company. Learn to differentiate your client because it is one of the parts of the business.


The next stage is applying your CRM plans while interacting with your customers. Now it's the time for face-to-face interaction. Once the customers are analyzed now, you can develop customized interactions. This interaction is helpful for valid customers because they can maintain loyalty benefits or rewards. It will encourage the customers to take part and interact more. Speeding up the interaction will help the customer, and your company will build a strong relationship.


Once the interaction is over now, it's time to analyze and convince them to use one customized service of your company. The only goal is to fulfill the needs and expectations of customers. It is the last step of the IDIC CRM model.

Value Chain CRM Model

It is one of the highest-level models developed by Michael Porter. With the help of this module, one can identify the business process.

This model helps to develop end products or services for the phenomenal customer. The main objective of the value chain CRM module is to identify and prioritize the most valuable needs of the customer and improve them accordingly in this competitive market.

The advantage in this competitive world, improvement is highly recommended. These activities are divided into two parts primary and support.

The primary stage of the CRM model has five main processes that follow specific strategies. The steps included in it are as follows.

Network Development

A Business Network means connecting all people and entities. The main objective is to use customer data to inform the processes at each level. Optimize your customer experience through network development.

Proposition Development

With the help of customer information and data, you can easily create value for your targeted customers. You only have to focus on the service rather than the product. This way, you can reduce the process cost and create more value for the customer.

Relationship Management

The last stage is how you manage your customer life cycle. You have to evaluate your business process and various organizational structures. It will help you to manage retention, acquisition, and customer development. Build strong relationship management skills and avail all the customers with ease.

Support Stage

In the support stage, you need to support various conditions. It would help if you supported leadership and culture, data management, organizational design, and procurement processes. At last, in the support stage, you are creating and developing all the conditions necessary for a successful CRM value chain implementation.

QCI Model

QCI model stands for customer management model. In this model, the main focus is on acquisition, retention, and penetration.


In acquisition, the main focus is targeting customers and getting to know their needs. Their needs will help to develop service more efficiently. Executing the activities involves business propositions and identifying the customers and their needs more efficiently. It's better to include your targeted customers and know their needs.


Creating a valuable customer base and understanding their needs comes under the penetration stage. In this stage, a simple message to welcome customers to your company and provide some business activities will help your customer connect through the business goals. These are simple steps that come under the penetration stage.


With the help of value development, one can do the retention stage. It acts as win back strategy, and therefore the strategy is a combination of the retention and acquisition processes.


Customer experience is essential in business. To explore more, follow the CRM models. It bridges the gap in customer enhancement and perception processes. Follow the customer relationship management models to flourish more in business.

Updated on: 18-Apr-2023


Kickstart Your Career

Get certified by completing the course

Get Started