What Is Customer Relationship Management (CRM)?
A centralized record that keeps track of all customer contact information and engagement history with the company.
Customer relationship management (CRM) is a business process that involves centralizing all customer contact information and data on customer interactions and purchase history with the business. This data is compiled in a customer relationship management system, such as Salesforce.
Historically, CRM data has been hindered by manual data entry and the failure of employees to keep customer records up to date. Today, AI automation enables much of the data to be entered automatically during customer interactions by phone, email, and chat. The accuracy of CRM data is essential to provide seamless customer experiences in sales and customer support.
How Contact Centers Use a CRM
Contact center agents rely on CRM data to:
Pull up customer information and interaction history
Record their current interaction in the customer account
Ensure that everyone interacting with the customer has the same customer data