Managing business relationships with customers is a vitally important job, which is why many companies use a customer relationship management system.
Typically referred to as a CRM platform, this is a term that refers to the practices, strategies, and technologies that companies use to manage and analyse customer data. The goal is to build and improve relationships with customers.
CRM systems typically compile customer data across various channels where there are interaction points, this can be through a website, telephone, live chat, marketing materials, social media.
The software is able to consolidate all of this information into a single database so that businesses can easily access and manage relationships with customers.
Not only does it track new interactions with customers, it also holds records of previous dealings, this helps to build up a unique customer history so that a personalised approach can be developed.