Also known as CRM, it is a strategy or collection of strategies to establish, maintain and improve relationships with the customers of a business. Usually this will involve computerised information systems which can record, store and analyse all client interactions, ranging from enquiries and purchases through to personal preferences, family information, complaints and product returns. The aim is to use all of this data to create an ongoing and personalised relationship with the client.

[BACK TO SALES & MARKETING TERMS]