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Customer relationship management (CRM)

Customer Relationship Management (CRM) states the methodologies, software and Internet capabilities that enable companies to manage their current and potential customer interactions. 

Companies frequently use Customer Relationship Management software to organize, automate and synchronize sales, marketing, customer service, and technical support. These applications are most commonly available on-site or via software-as-a-service (SaaS).

CRM solutions provide companies with the customer data they need to provide services or products that their customers want, provide better customer service, more efficiently cross-sell and up-sell, close deals, keep present customers and better understand who their customers are.

CRM Capabilities

A great part of CRM applications include the following capabilities:

  • Sales force automation (SFA): This integrates and automates sales processes, including managing opportunities, quote and order management, forecasting sales, order management, fulfillment and compensation management incentives.
  • Marketing automation: including campaign and email management capabilities, lead reporting and analytics, website search engine optimization, and landing page and form creation capabilities.
  • Customer support and service: These capabilities include case and ticket management, portals for customers, time tracking and management of knowledge.

Some CRM solutions also enable businesses to better manage their channel relationships with such a secure partner portal and analytics functions.