In CRM (customer relationship management), CRM software is a phrase used to describe a category of enterprise software that covers a broad set of applications and software to help businesses manage customer data and customer interaction, access business information, automate sales, marketing and customer support and also manage employee, vendor and partner relationships.
Today’s CRM Software
CRM software is designed to help businesses meet the overall goals of customer relationship management (See CRM definition). Today’s CRM software is highly scalable and customizable, allowing businesses to gain actionable customer insights with a back-end analytical engine, view business opportunities with predictive analytics, streamline operations and personalize customer service based on the customer’s known history and prior interactions with your business.
CRM software is commonly used to manage a business-customer relationship, however CRM software systems are also used in the same way to manage business contacts, clients, contract wins and sales leads.