“Customer touching applications” are those kinds of CRM applications that the customer can directly interact with and change without the involvement of another person as is the case in Customer Facing applications. This provides the customer the ease of changing and altering any information about their purchase from their very homes from their personal computers or note books.
It is also beneficial for a company in many ways to use these applications. For example, they free up the labor of the company from CRM and they can be applied elsewhere in more productive areas. This results in savings in both cost and time for the company. Campaign Management is an example of customer touching application. Campaign management allows the company to segment their client base and then focus on specific segments to market their products. Other examples include Personalized Web pages and E-commerce applications (Buttle, 2008).
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