Also known as CRM.

CRM software helps organisations address their customers with one voice, a historically difficult task especially for ‘at scale’ businesses. CRM systems track interactions and activities with customers and potential customers, creating referenceable records enabling anyone in the organisation to rapidly understand any given customer at any given time. CRM systems become repositories of customer information which can be assessed and analysed, identifying trends and opportunities for maximizing value delivered to each customer, and reciprocally improving sales performance for the company.