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What is CRM?

Management Dictionary
Marketing, Sales and Communication

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CRM stands for Customer Relationship Management. It’s an organizational approach that aims to better understand and satisfy customers and partners, identified primarily by their business potential and profitability.
CRM also refers to the software used to manage this customer relationship.
It can be considered the engine of sales activity.
It provides marketing, sales, and customer support teams with all the data, information, and functionalities that simplify customer acquisition and retention: from pre-sales to after-sales service.
For sales managers, CRM is also a tool for managing their teams.

Links & resources

Keywords

Contact management, CRM dashboard, Customer database, Customer relationship management, Customer service, customer tracking, lead tracking, marketing, Sales, Sales pipeline

Author(s)

GIFFARD Pierre-Olivier

Professor - Director of the Marketing, Entrepreneurship and Business Development Department at ESCE

INSEEC-U

Institution(s)

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The customer journey, as defined in the Engel, Kollat, and Blackwell model (1967), is a complex and dynamic process that emphasizes how customers make purchasing decisions at each stage and the factors that influence them. This journey is influenced by a variety of factors, including direct interactions with the brand,...

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