Functional overview of Customer Relationship Management

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It is the importance that an organization gives to its customers and to their relation with them that determines the growth and development of the organization. Customer relationship management is an information industry term, for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships, in an organized way.

The various functions of the customer relationship management can be described as follows:

• Customer relationship management, usually enables its marketing departments to identify their potential clients and their best customers, manage marketing campaigns and generate quality leads for the sales team. 
• Customer relationship management helps the organization to improve sales. Because only when there is a relation established between the client and the organization, will the client come back to the organization for the kind of services they provide. Otherwise there is no point why a client should come back to you for repeat business, he can go to any one else in the market, the reason may be any better price better quality or better customer relationship.
• Customer relationship management, allows establishing individualized relationships with the clients, this helps in improving customer satisfaction, and increases profits; 
• Customer relationship management allows identifying the most loyal clients, clients who have been sticking with the company for a long time and therefore enables the company to reward them or to provide them with some benefits, for their loyalty to the company. This increases the chances of establishing good relation with clients, and enables company to provide better and prompt services to these kinds of clients.
• Customer relationship management provides employees with the necessary information that they require, which helps them to know their customers, understand and identify customer needs and effectively build relationships between the company, its customer base, and distribution partners.

So, in essence, Customer relationship management allows the organization to manage their customer relationships, and thereby increase their profits.