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The global competition for enterprises has been the significant issue for recent years. However, the customer needs are difficult to satisfy due to specialized characteristic of existing customers. A good CRM strategy may assist firms to earn advanced profits, increase customer perceived value, and acquire new customers. This research aims to provide a holistic framework based on two dimensions. The first dimension is the level of customer needs which is related to customer perceived value. The second value is the process of CRM; for instance, attracting, interacting, and retaining customers. This paper intends to: (1) identify the level of needs based on perceived value, (2) recognize the possible step of CRM processes, and (3) recommend an appropriate CRM e-service to a customer.