CRM – Customer Relationship Management
Customer Relationship Management (CRM) defines the way in which a company manages interactions with its customers.
A successful CRM solution depends on the ability to interact with customers through any channel they choose, as well as a way to track and maintain real-time records of customer interactions so a complete view of the customer can be established.
Whilst most observers agree that CRM is in the first instance a management ethos there are applications that greatly assist companies achieve their CRM goals. These are wide ranging; from PBX systems, CTI and Call Centres, Unified Messaging, Workflow Management and web based tools etc.
Why have it?
Effective CRM delivers the personalised, informed service on-demand that customers expect. An informed response comes from a system that provides a complete profile of the customer, including all past and ongoing interactions, regardless of the medium.