The "XRM" to work your image.

Today it is about the XRM. Here the French page of Wikipedia that you can translate and here the English one which is less detailed.

To summarize, it is the application of CRM processes in a sort of adapted way to other types of interlocutors.

It looks like an interesting concept to optimize internal / external communications and to broadcast an integrated message.

Here the trailer of a French editor Nelis XRM which offer a free trial.