Understanding customer relationship management

Customer relationship management—often referred to as CRM—is a type of data-driven solution or system that helps businesses manage activities related to prospects and customers. From tracking leads all the way through managing sales data, CRM systems provide a comprehensive solution that supports activities around sales, marketing, and service, such as customer or field service. Customer relationship management solutions store information centrally. With the data in one place, members of the team have immediate visibility into whatever they need, the moment they need it.)

Many customer relationship management systems allow users to track sales opportunities, automate marketing tasks, get insight into customer behaviour, and build customised reports and dashboards. The increased efficiency from centralising tasks and data helps sales and marketing teams focus on what matters most, stay on top of all opportunities, and build a more optimised customer experience.