IAM glossary

What is a CRM?

CRM (Customer Relationship Management) is a strategy for effectively managing the relationships and interactions between a company and its customers.

This strategy involves collecting, analyzing and using customer data to understand their needs and expectations, in order to offer them appropriate services and build loyalty.

CRM focuses on building lasting, personalized relationships with customers, managing interactions throughout the customer journey, from prospecting to post-sales.

The information gathered through CRM also helps to anticipate customer needs, personalize offers, improve the quality of customer relations and optimize the company's sales and marketing processes.

You may also be interested in these definitions:

Find out how to manage your users and their access