[[Customer]] relationship management is the management of the interaction and communication between companies and their existing and potential customers. The technology tools used for CRM systematically keep track of customers' history with a company like which customer communicated from which [[channel]], and which [[customer representative]]s did interact with them.
Through the CRM approach and the systems used to facilitate it, businesses learn more about their target audiences and how to best meet their needs. As an example, a customer that gives the same order at regular intervals is saved in the CRM system allowing to send a reminder SMS ([[Short Message Service]]) or call just before the usual time of order and this is considered as a proactive action to meet the customer need and establish an emotional bond. For such examples, it is necessary to have a good CRM system and to keep relevant/accurate data in the system in order to use it in actions to develop personalized (See [[Personalization]]) [[customer experience]].