Customer Relationship Management (CRM) is a strategy that aims to effectively manage the relationships and interactions between a company and its customers.
This strategy involves collecting, analyzing, and using data on customers to understand their needs and expectations, in order to offer them tailored services and build loyalty.
CRM focuses on establishing a lasting and personalized relationship with customers, managing interactions throughout their journey, from prospecting to after-sales service.
The information collected within the CRM framework also makes it possible to anticipate customer needs, personalize offers, improve the quality of the customer relationship, and optimize the company's sales and marketing processes.