Customer Relationship Management (CRM)

Customer relationship management achieves both the maintenance of customer relationships and the formation of relationships with new customers with active involvement. The goal of customer relationship management is to achieve optimal customer loyalty through the bond between the customer and the company. This bond is created by the satisfaction and trust of the customer towards the company. To achieve this state, the different needs of the customers must be met. For this, knowledge of the customer needs life cycle and the customer’s wishes for the company derived from this is essential. CRM includes new customer acquisition, maintaining contact with existing customers, such as customer service. It is important to choose an individual and personal communication style for each of these tasks. Overall, the scope of CRM ranges from sales to marketing to support.