Customer relationship management is the set of tools and techniques designed to identify all the information relating to customers and future customers. It has existed for a very long time, it was in the context of salespeople and producers who managed to offer items that perfectly matched the demands of their customers while succeeding in making their business flourish. Currently, there are obvious changes in the concept since customer relationship management has become more digital, but also more accessible so that it can attract more future customers without losing those who are already customers.

What are its customer relationship management tools?

Currently, customer relationship management tools and techniques rely heavily on the digital domain. There are various digital applications that are pro-software and that allow direct interaction with customers in terms of sales, services, or marketing, known as "front-office" as opposed to "back-office", and there are also open source customer relationship management tools. However, there are still customer satisfaction surveys and various loyalty programs.

What steps are required?

Customer relationship management has been set up with the aim of building customer loyalty while attracting future customers. To achieve this, several steps must be taken, such as knowing how to listen to and understand your customer so as not to confuse their needs with the needs of other customers, then there are the interpersonal skills and competencies to be able to have a good base with customers in order to have a long-term relationship, after that you need to have a good command of communication channels and networks since the tools are digital. Each client is therefore individualized in order to be able to respond well to all requests and have fruitful interactions for the company.

What does this bring to companies?

Customer relationship management tools are more than useful to companies, as they are indispensable for their smooth operation. They are useful because they enable companies to prioritize relations with their customers and therefore to be able to build customer loyalty, which can only be beneficial to them. But also with the loyalty of insured customers, it will be easier for companies to be able to attract new customers in order to increase their turnover.