posted by Alan Joenn on January 18, 2013
Find me on: Alan Joenn on LinkedInAlan Joenn on Twitte

XRM – Extended Relationship Management

CRM is not limited to Customer or Client relationship management, but can in fact be extended to suit many different organisation styles and modes of practice. In this week’s CRM Whiteboard session, Alan Joenn takes a look at the concept of XRM and how CRM systems can be applied to organisations outside of the normally considered scope.


Hello, and welcome to this short whiteboard session where today we’re going to talk about XRM rather than CRM. Lots of people are familiar with CRM where the ‘C’ represents customer or client if you’re a professional services organisation; or citizen if you’re a government or council organisation; but the software that exists in the CRM market is not limited in having to deal with people that you provide services to that fit on this line.

So XRM is a term originally coined by Microsoft, standing for eXtended Relationship Management where the relationships that you have with other stakeholders can be managed within the software which traditionally would be called CRM.

The other stakeholders you have may be suppliers, may be people who refer business to you, people who do business on your behalf, agents and partners. CRM systems have been used for recording employee details and contractors and managing communications with sub-contractors. In local council terms it’s important to track individual properties as well as citizens because this is the way that they deal with waste collection with council tax collection and so on.

So anything that represents an asset in the way that you do business could be profiled within a CRM system using this XRM concept. And once you’ve profiled it you have the ability to track it, and you have the ability to segment your database in order to address actions directed at people in your team, or communications which go out to these various types of people – segmented in the right way so that your business is run smoothly. You’re sending the right messages to the right people and you’re actioning the right things at the right time by the right members of your team.

CRM when extended into this XRM world opens up a world of possibilities.

We’ve used XRM as a concept in a trauma patient environment in Accident and Emergency at an NHS hospital, where patients, the trauma event and the hospital location are tracked within the CRM database.

Within the legal market place, tracking referrers and partners is as important as tracking relationships with clients.

So if you think that there’s an opportunity for extending the scope of a CRM database within your organisation, get in touch with us at and we’ll see how we can help you. I hope you’ve found this video informative and worthwhile, thank you for watching.

Download the Business Owners Guide

  • Leave a Reply