Manage customer interactions and relationships throughout the customer lifecycle
Managed - Measured and controlled
Strategic - Enterprise-wide capability
Business capability domain
Contribution to business value
Customer Relationship Management (CRM) encompasses all activities, strategies, and technologies used to manage and analyze customer interactions and data throughout the customer lifecycle. The goal is to improve customer service relationships, assist in customer retention, and drive sales growth by understanding customer needs and behavior patterns.
Enables the organization to build stronger customer relationships, increase customer satisfaction and loyalty, and drive revenue growth through improved customer insights and personalized experiences.