Customer relationship management

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Customer relationship management (CRM) is the process of carefully managing detailed information about individual customers and all customer “touch points” to maximize loyalty.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Customer relationship management (CRM). The process of carefully managing detailed information about individual customers and all customer “touch points” to maximize loyalty.

According to the Marketing Communications by Fill (5th edition),

Customer relationship management (CRM). The delivery of customer value through the strategic integration of business functions and processes, using customer data and information systems and technology. Usually incorporated as a software system that provides all staff with a complete view of the history and status of each customer.