Customer relationship management
Customer relationship management coordinates how an organisation understands, acquires, serves and develops relationships with customers. It uses relevant information across marketing, sales and service to support suitable offers and consistent experiences. Software can enable the process, but CRM is broader than buying a system or collecting more personal data. Its effectiveness depends on data quality, responsible use, staff practices and outcomes customers value.
Worked example
A service provider links a customer’s agreed requirements with orders and support history so staff can resolve issues consistently instead of repeatedly asking for the same information.
Common mistake
Do not equate a database of names with effective CRM or assume every personalisation improves the customer relationship.
Where it appears in your exams
| Qualification | Exam | Relationship | Period |
|---|---|---|---|
| ACCA | SBL | Direct | September 2026–June 2027 |