Customer Relationship Management (CRM) systems are systems that enable companies to easily collect data and information about their customers. This information assists in gaining a better understanding of customer needs, expectations, purchasing preferences, and buying history etc, and allows the company to more comprehensively plan and implement strategies that serve those customers more effectively. As a result CRM systems provide an opportunity to acquire, retain, and increase business.

BPIR Categories

1.1.1 Customer performance/satisfaction measurement
1.3.1 Build customer relationships
1.3.3 Review customer relationship approach
15.2.1 Customer satisfaction, accolades, awards
15.2.2 Customer retention/referral/relationship building
15.6.8 After-sales service/warranties/customer complaints
7.1.1 Develop, deliver, & maintain customer billing
7.3.2 Manage customer complaints
8.2.3 Leadership relationships with customers

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