Customer relationship management (CRM) refers to the practices, strategies, and technologies that businesses use to manage and analyze interactions with customers and potential customers. The goal of CRM is to improve customer satisfaction and retention by understanding their needs and preferences better, and to identify opportunities to enhance the customer experience.

CRM involves gathering and analyzing customer data such as purchase history, preferences, complaints, feedback, and demographics. This data is then used to segment customers into different groups based on their behaviors and characteristics, and to create targeted marketing campaigns, personalized offers, and customer service experiences.

CRM software is often used to manage and automate the various aspects of customer interactions, such as lead management, sales forecasting, pipeline management, customer service, and marketing automation. By leveraging CRM technology, businesses can improve their efficiency, increase revenue, and build stronger customer relationships.

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