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Customer relationship management (CRM) is a set of techniques, methods, and technology that businesses employ to manage and analyse customer interactions and data over the course of their relationship with them. The purpose is to improve customer service relationships, encourage client retention, and increase sales. CRM systems collect data from customers across several channels, or points of contact, with the firm, such as the company’s website, phone, live chat, direct mail, marketing materials, and social media. CRM systems can also provide detailed information on consumers’ personal information, purchasing history, buying preferences, and concerns to customer-facing employees.