ABSTRACT
Gartner, the leading Information Technology research and advisory firm, define Customer Relationship Management (CRM) as: A business strategy that optimises revenue and profitability while promoting customer satisfaction and loyalty. CRM technologies enable strategy, and identify and manage customer relationships, in person or virtually. CRM software provides functionality to companies in four segments: sales, marketing, customer service and digital commerce. Ed Thompson, a Gartner analyst, discussed the definition of CRM via email on 15 December 2017. The original meaning of CRM, coined back in the early 1990s, was about Business to Business software; they were programmes that helped sales reps stay on top of their leads as they moved through the sales process, from initial contact to contract signed. The term CRM is no longer just about the software that an organisation uses to manage its customers and sales processes.
