Share of heart has been described as on a continuum midway between share of mind and share of market (Day 1989). Using the framework of the cognitive, conative and affective effects of communications (Fishbein and Ajzen, 1975) we can classify each element. Share of mind represents the cognitive effects of promotional communication activities, while share of market represents the results of behavior. In contrast, share of heart represents affective effects that may result from past or current memories or experiences. Share of heart represents a degree of consumer commitment and emotional bonds that underlie a relationship with a product or service. (Nowak, et al. 2006).

Menurut Hermawan Kartajaya dalam buku Marketing in Venus, bahwa relasi pelanggan menjadi alat kunci untuk meningkatkan share of wallet atau meningkatkan pengeluaran mereka ke perusahaan, (Kartajaya H, et al., 2006, p.224) .

Businesses that can build a positive emotional bond with the consumer have a competitive advantage. Arguably, marketers who can maintain that bond have a sustainable competitive advantage. The factor has been called, “share of heart” and is often illustrated by the affection that consumers feel for Harley-Davidson and its motorcycles. Thus, some marketers talk about creating products and advertising campaigns that will “win the hearts” of the customer. (Journal of Product & Brand Management 16/2 (2007) 148–151)

Menurut Peppers dan Rogers (Journal of Global Business and Technology, Volume 1, Number 2, Fall 2005) ada empat langkah untuk mengimplementasikan strategi Customer Relationship Marketing, yaitu :

1. The identification of customers
Melalui identifikasi customer memungkinkan organisasi untuk memilah-milah customer-nya dari sisi yang memiliki kontribusi terbesar bagi organisasi, yang dimaksud dengan kontribusi adalah setiap usaha yang menimbulkan pendapatan bagi perusahaan atau organisasi. Setiap customer memiliki pribadi yang unik, dengan kebutuhan dan harapan yang berbeda, sehingga harus dapat diciptakan konsep jasa atau produk yang sesuai dengan keinginan mereka.
Menurut Kotler (2008), pelanggan yang mampu menghasilkan kontribusi berupa laba adalah orang, rumah tangga, atau perusahaan yang dari waktu ke waktu memberikan arus pendapatan yang jauh melebihi arus biaya yang dikeluarkan oleh perusahaan untuk menarik, menjual, dan melayani pelanggan tersebut.

2. The differentiation of customers
The differentiation of customers implies that different customers receive a different level of service and a different product from the organisation, depending on the value to the organisation and their specific needs.
Hal ini berarti bahwa konsep pelayanan jasa yang diberikan kepada setiap customer, harus dapat menyentuh keinginan mereka, sehingga organisasi harus dapat memberikan konsep pelayanan yang sesuai dengan keinginan customer dan sesuai dengan kontribusi yang telah mereka berikan kepada organisasi.

3. Interaction with customers
This step refers to the importance of interacting with the customer in relationship building efforts through a variety of communication tools and technologies. This is necessary as the relationship can only develop and be sustained if there is communication with the customers regarding their needs, perceptions and desires.
Merupakan proses komunikasi dengan customer, melalui berbagai macam sarana alat komunikasi, untuk mendapatkan informasi yang lebih detail mengenai kebutuhan dan persepsi mereka.

4. Customisation of products, services and communication
Organisasi harus selalu menyesuaikan semua konsep produk, layanan dan proses komunikasi sesuai dengan karakteristik masing masing customer.

Tujuan utama dari Customer Relationship Marketing adalah the acquisition, retention and overall customer profitability of the specific group of customers (Kotler, 1997), yang dapat dijelaskan sebagai berikut :

1. Acquisition of customers, this refers to the need of organisation to find new customers for their products. This means they are required to develop strategies to attract potential customers to purchase the product. The cost of attracting a new customer is estimated to be five times the cost of keeping a current customer happy (Kotler, 1997).
Menyatakan bahwa biaya mendapatkan pelanggan baru jauh lebih mahal lima kali lipat daripada mempertahankan pelanggan lama, bahkan menurut Harvard Business Review (Supriyanto, 2009, p.148) bahwa biaya untuk memperoleh pelanggan baru enam sampai tujuh kali lipat lebih mahal daripada mempertahankan pelanggan lama.

2. Retention of customers, organisations also need to focus on existing customers in order to ensure that they continue purchasing and continue supporting the product. Organisations can increase their profitability by between 20% and 125% if they boost their customer retention rate by 5 percent (Peck et all, 2004).
Suatu organisasi dapat meningkatkan profitabilitas dengan meningkatkan retensi pelanggan.

3. Profitability, Customer profitability reflects the financial performance of customers with respect to all the costs associated with a transaction (Gordon, 1998). Profitability in the case of CRM is determined in the light of the lifetime value of the customer to the organisation, taking account the income and expenses associated with each customer and their respective