CRM, customer relationship management, refers to the consistent focus of a company on its customers and the systematic structuring of the customer relationship processes.
The goal is to identify the customers which are of interest to a company and to systematise the business relationships of the company via a variety of interfaces, e.g. customer service and sales staff, website etc. The aim is to satisfy valuable customers, bind them to the company and thus to increase the customer value.
A CRM system helps to map the customer-oriented processes in the system and provides specialists and managers from the divisions which are in contact with the customer, e.g. sales, marketing, customer service, work preparation, storage and dispatch etc., with the data which is relevant to their customer-oriented activities (sales, customer service, strategy development).