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Customer Relationship Management (CRM) is a comprehensive approach for creating, maintaining and expanding customer relationships (Anderson & Kerr, 2002). The definition tells that CRM has to be a comprehensive way of doing business that touches all areas and does not belong to one department of an organization, such IT, Marketing or Sales. CRM is also a way of thinking and dealing with different aspects of relationship with customers and involves having a clear strategy and plan. In modern economy that relationship between a company and customer has various forms, from personal to completely virtual contacts with frequent customers who have never spoken to anyone from the company. Therefore, CRM also takes care about creating the idea and strategy of high touch in a high tech environment. Technology must not stay on the way of applying CRM strategy and must not be confused with it.

Dual Approach to the Modelling Single Product Demand Curves in the Next Best Offer CRM Problem