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.

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