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CRM means Customer Relationship Management and it's a term applied to all processes implemented by a company to handle good and close contact with all its customers. CRM systems (or CRM software) are used to support the processes. They store all useful for a company informations about current and prospective customers. Important thing is that these informations in CRM systems can be entered and accessed by all employees in different departments of a company so details on any customer can be stored in global CRM company system. The informations are used for targeted marketing, sales purposes and to improve services provided directly to customers.
"CRM systems" as a term is used to refer to a software-based approaches to handling good relationship between a company and its customers. Sometimes CRM software producers and sellers stress that success of CRM straregy requires holistic approaches. Sometimes it may cause many problems because implementations was limited to installations of the CRM software without providing any motivations for employees to learn how to use and take full advantage of the systems.
Customers interacting with a company take a business as a single entity despite the fact that they often interact with different employees from different departments of a company. CRM system is a combination of many aspects: policies, processes and strategies that are implemented by a company to unify a customers interaction with all employees and provide tracking of informations about customers.
CRM system include some apects related to front and back office operations, business relationships and analysis. The first one means direct interaction with customers like meetings, phone calls and e-mails. The second one are operations that ultimately affect the activities of the front office operations (billing, planning, advertising and other). Business relationships mean intereaction with partners of a company and other companies and it support front and back office activities. Analysis of a CRM data can be useful in planning targeted marketing campaigns and business strategies.