This paper argues that creating, communicating and delivering value to selected customers can only be achieved if the company aligns and co-ordinates its relationships with four other major constituencies: suppliers, owners/investors, employees and partners. Together, these five constituencies form the S.C.O.P.E. of CRM.
Another fundamental of CRM, it is claimed, is that the value proposition or offer should be customized to meet or exceed customer expectations. Traditionally, customization has centered on the product component of the value proposition. Equally, it is possible to customize service, process, people, distribution, price and communication.