Applications of Dynamic Program Analysis in a CRM Process : A Futuristic Concept

Being a much talked about topic in today’s business environment, Customer Relationship Management is an area of modern marketing management where there is wide scope for conceptual and empirical research. Recent empirical study has resulted in the development of a CRM process model viz; PREMASA Model, which attempts to integrate the aspects of relationship marketing with consumer behaviour by incorporating the concept of cognitive dissonance. Implementing PREMASA model requires lots of practical considerations including developing an application software program which can measure, track, store and retrieve key parameters related with CRM. In this paper, first a measurement module which will be an important part of future CRM software , has been conceptualized and then applying the concept of software reverse engineering and dynamic program analysis a conceptual process has been developed through which the proposed measurement module can be inserted into an existing CRM software without altering its execution at runtime