Definition

Customer relationship management

Customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

Customer relationship management is perhaps the most important concept of modern marketing. Some marketers define it narrowly as a customer data management activity (a practice called CRM.)

Most marketers, however, give the concept of customer relationship management a broader meaning. In this broader sense, customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. It deals with all aspects of acquiring, keeping and growing customers.


Customer relationship management is a holistic process of identifying, attracting, differentiating, and retaining customers. As it relates to e-business, it uses digital processes and integrates customer information collected at every customer touch point.

Share it:  Cite

More from this Section

  • Manufacturing information system
    Manufacturing information system is a system that supports the manufacturing functions ...
  • Natural-language
    Natural-language interface is a technology that enables computers to recognize and respond ...
  • Goal Seeking
    Goal Seeking is the process of determining the input values necessary to achieve a certain ...
  • Dot matrix printer
    Dot matrix printer is the cheapest in terms of price and operational costs printer which ...
  • DSS generator
    DSS generator is a comprised of programs such as data management tools, electronic spreadsheets, ...