CRM (Customer Relationship Management) describes a strategic approach that aims to fully plan, manage, and implement all interactions with customers. It extends across the entire company and the entire customer lifecycle. Database marketing and corresponding CRM software play a central role as management tools.
Customer Relationship Management (CRM) is based on relationship marketing, knowledge management, and business process management, complemented by customer-oriented technologies. By controlling all interactive processes with customers throughout the entire lifecycle, it is not an isolated technique. Instead, it can be understood almost as a kind of philosophy that must be integrated into business processes. This is intended to achieve optimal customer orientation. Database marketing and CRM software are central instruments of the CRM strategy.
The goal of CRM is to establish a stable and attractive customer relationship. In addition, it aims to optimize the costs of customer acquisition and relationship maintenance, and to gain new customers through positive references from existing customers. Effective relationship marketing relies on dialogue and one-to-one approaches to promote interactivity and direct communication. CRM measures begin even before the first purchase and include both pre-sales and after-sales marketing to address customer needs at various life stages. The focus is on creating deep customer loyalty through satisfaction and trust – instead of a purely contractual relationship.
