Customer relationship management (CRM) is an approach to manage a company's interaction with current and potential customers. It uses data analysis about customers' history with a company to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth. Customer relationship management is about how you manage people before and after they become your customers. CRM software brings multiple functionalities to your business—phone, email, report creation, activity tracking, automations—into one system. So you get all the functionality you need, and get an all round view of every customer without switching tools. This gives you more time to focus on the human aspect of sales: reaching out and solving people’s needs.
Advantages of CRM System