The CRM process is that concept in action. It is the tangible steps an organisation must take to help drive consumers through the cycle of learning about your brand and ultimately becoming repeat customers.
According to the customer lifecycle, the first step in the CRM process is maximising reach with leads. In practice, reach is using your CRM to generate brand awareness via targeted marketing campaigns.
Every stage in the customer lifecycle corresponds with an actionable step in the CRM process. The key is knowing what those steps are and how to execute them.