From friends and family I am often asked: „What is CRM?“

Well there are a lot of definitions, for example:

„Customer relationship management (CRM) is an approach to managing a company’s interaction with current and potential customers. It uses data analysis about customers‘ history with a company and to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth.

One important aspect of the CRM approach is the systems of CRM that compile data from a range of different communication channels, including a company’s website, telephone, email, live chat, marketing materials, and more recently, social media. Through the CRM approach and the systems used to facilitate it, businesses learn more about their target audiences and how to best cater to their needs.“

But what is CRM for me, in my words.

For me CRM is an approach to present a company in human and kind way. Do you remember – or even better still know – an owner from a tiny shop, where you shop regularly? This outstand friendly person who basically knows what you need already when you enter the shop. Or do you have a best friend, who knows what you need and what you want just by hearing the sound of your voice on the phone? None of them want to trick, none of them simply want to sell you something, both are focused on you, your needs, your wishes.

Now take this and let a big company act like this – for you! That’s what CRM is for me.