Customer relationship management (CRM) is an approach to managing a company's interaction with current and future customers. It often involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support.

Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyse customer interactions and data throughout the customer life-cycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth. CRM systems are designed to compile information on customers across different channels or points of contact between the customer and the company which could include the company's website, telephone, live chat, direct mail, marketing materials and social media. CRM systems can also give customer-facing staff detailed information on customers' personal information, purchase history, buying preferences and concerns.

CRM is a customer-oriented feature with service response based on customer input, one-to-one solutions to customers' requirements, direct on-line communications with customer and customer service centers that are intended to help customers solve their issues. It includes the following functions:

• Sales force automation, which implements sales promotion analysis, automates the tracking of a client's account history for repeated sales or future sales, and Ñ�oordinates sales, marketing, call centres, and retail outlets.
• Data warehouse technology, used to aggregate transaction information, to merge the information with CRM products, and to provide key performance indicators.
• Opportunity management which helps the company to manage unpredictable growth and demand, and implement a good forecasting model to integrate sales history with sales projections
• CRM systems that track and measure marketing campaigns over multiple networks, tracking customer analysis by customer clicks and sales.

Common features of CRM software include:

• Marketing automation
• Sales force automation
• Contact center automation
• Geolocation technology, or location-based services

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