Customer relationship management (CRM) is a business strategy that stresses good ongoing relationships with customers. It holds that maintaining these relationships drives growth and profitability. There are two core elements of this customer-oriented strategy:

• 1.Presenting a unified face to the customer
• 2.Providing a seamless customer experience

CRM software can help by synchronizing customer communications among business units. Sales, marketing and customer service can all get on the same page. It acts as a system of record for contacts and accounts throughout the customer lifecycle. With CRM tools companies can track, automate, analyze, and optimize customer interactions. At its core, a CRM is a database of contact information and interaction history for each individual contact. Multiple departments may be using the CRM within one organization. These include sales, marketing, customer success or service, and potentially other teams too.