The support force works as a floor for the CRM processes. We can split the support force into three different components:

• techniques: specialized processes, procedures and techniques such as optimization, data mining and data;

• telecomms CRM skills: specialized skills needed to manage the whole CRM process;

• technology: the systems tools and data collection necessary to make this happen.

These components could actually be broken down further into different sub-components. For example, the technology component could be divided into a query system, to include the OLAP tools, data warehouses, data-marts and all the legacy systems; analytical systems for all of the optimization, data-mining systems and tools (this subcomponent is very important for defining the optimality of many parts of the CRM process); and finally process management systems, to include systems such as campaign management. The implementation of this particular sub-component is very complex because of the complicated trade-off between the tool and the internal processes of the company. When a telecomms company buys this kind of tool it is really buying a process that often does not match its current CRM processes.