Customer Relationship Management (CRM) is a strategy that companies use to manage interactions with customers and potential customers. CRM helps organisations streamline processes, build customer relationships, increase sales, improve customer service, and increase profitability. 

When people talk about CRM, they might mean any of three things:

CRM as Technology: This is a technology product, often in the cloud, that teams use to record, report and analyse interactions between the company and users. This is also called a CRM system or solution.

CRM as a Strategy: This is a business’ philosophy about how relationships with customers and potential customers should be managed  

CRM as a Process: Think of this as a system a business adopts to nurture and manage those relationships.

What does CRM software do?

CRM software records customer contact information such as email, telephone, website social media profile, and more. It can also automatically pull in other information, such as recent news about the company's activity, and it can store details such as a client's personal preferences on communications.

The CRM system organizes this information to give you a complete record of individuals and companies, so you can better understand your relationship over time.

CRM software improves customer relationship management by creating a 360° view of the customer, capturing their interactions with the business, and by surfacing the information needed to have better conversations with customers. 

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