CRM relationship management, often shortened to simply CRM, refers to the strategies, processes, and technologies businesses use to manage and analyze customer interactions and data throughout the customer lifecycle. The goal is to improve customer service relationships and assist in customer retention and drive sales growth. CRM systems compile customer data across different channels, or points of contact, between the customer and the company, which could include the company’s website, telephone, live chat, direct mail marketing, marketing materials, and social media. CRM systems can also give customer-facing staff detailed information on customers’ personal information, purchase history, buying preferences, and concerns.
CRM Relationship Management
Consider a national coffee chain with millions of customers. Without a robust CRM system, managing personalized offers and loyalty programs would be incredibly complex. CRM allows the company to segment customers based on their purchase frequency, preferred drinks, and location, enabling targeted marketing campaigns.