CRM

CRM stands for customer relationship management and involves all aspects of interaction an organisation has with its customers.

CRM is not a type of software – the technology involved to capture, store, distribute and analyse customer information is simply an enabler. Rather, it is a business concept which is designed to strengthen the relationships you have with your customers. CRM encompasses a variety of sub-disciplines from contact management to market segmentation and business intelligence.

CRM brings together all information about a customer from all sources into a single record or ‘view’ which can be distributed throughout an organisation to share the knowledge and reinforce the direct and indirect interfaces you have with your customers.

To be successfully implemented it must be engrained into an organisation’s back-office as well as front-of-house policies and procedures.