Extract the readable content of web pages

1. Tools
2. Open web and SEO

Extract the readable content of web pages

Copy Markdown

Open in ▾

POST/v1/tools/web.extract/callsNeeds an API key

Returns the readable content of one web page, as Markdown and as plain text, with its title and description. Use it to give an agent a page to read.

Tool web.extract on Open web and SEO. Contract version 1, released 2026-10-27.

Over REST, send the input in the body. Over MCP, pass the same input to call_tool.

Both return the full response: the call's ID, status and cost, with this tool's result in output.

Input

urlstringRequired

Address of the public page to extract, starting with http:// or https://.

Format uri.

Matches ^https?://[^\s/?#]+\S*$.

Output

A successful call returns these blocks in its output. A field not marked required can be null.

page

One object. Can be null.

contentstringRequired

The whole page as Markdown.

textstring

The readable text of the page, without markup.

titlestring

descriptionstring

The description the page declares for itself. Absent when it declares none.

urlstring

Address of the page that was read.

cURLPythonTypeScriptMCP

Copy

curl https://api.voxoria.ai/v1/tools/web.extract/calls \
  -H "Authorization: Bearer $VOXORIA_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"input":{"url":"https://en.wikipedia.org/wiki/Customer_relationship_management"}}'

import os

import httpx

response = httpx.post(
    "https://api.voxoria.ai/v1/tools/web.extract/calls",
    headers={"Authorization": f"Bearer {os.environ['VOXORIA_API_KEY']}"},
    json={
        "input": {
            "url": "https://en.wikipedia.org/wiki/Customer_relationship_management",
        },
    },
    timeout=60,
)
print(response.json())

const response = await fetch("https://api.voxoria.ai/v1/tools/web.extract/calls", {
  method: "POST",
  headers: {
    Authorization: `Bearer ${process.env.VOXORIA_API_KEY}`,
    "Content-Type": "application/json",
  },
  body: JSON.stringify({
    "input": {
      "url": "https://en.wikipedia.org/wiki/Customer_relationship_management",
    },
  }),
});
console.log(await response.json());

{
  "name": "call_tool",
  "arguments": {
    "tool": "web.extract",
    "input": {
      "url": "https://en.wikipedia.org/wiki/Customer_relationship_management"
    }
  }
}

200 OKoutputapplication/json

{
  "page": {
    "content": "# Customer relationship management - Wikipedia\n[Jump to content](https://en.wikipedia.org/wiki/Customer_relationship_management#bodyContent)\n\n- [x] Main menu \n\nMain menu\n\nmove to sidebar hide\n\n Navigation \n\n*   [Main page](https://en.wikipedia.org/wiki/Main_Page \"Visit the main page [z]\")\n*   [Contents](https://en.wikipedia.org/wiki/Wikipedia:Contents \"Guides to browsing Wikipedia\")\n*   [Current events](https://en.wikipedia.org/wiki/Portal:Current_events \"Articles related to current events\")\n*   [Random article](https://en.wikipedia.org/wiki/Special:Random \"Visit a randomly selected article [x]\")\n*   [About Wikipedia](https://en.wikipedia.org/wiki/Wikipedia:About \"Learn about Wikipedia and how it works\")\n*   [Contact us](https://en.wikipedia.org/wiki/Wikipedia:Contact_us \"How to contact Wikipedia\")\n\n Contribute \n\n*   [Help](https://en.wikipedia.org/wiki/Help:Contents \"Guidance on how to use and edit Wikipedia\")\n*   [Learn to edit](https://en.wikipedia.org/wiki/Help:Introduction \"Learn how to edit Wikipedia\")\n*   [Community portal](https://en.wikipedia.org/wiki/Wikipedia:Community_portal \"The hub for editors\")\n*   [Recent changes](https://en.wikipedia.org/wiki/Special:RecentChanges \"A list of recent changes to Wikipedia [r]\")\n*   [Upload file](https://en.wikipedia.org/wiki/Wikipedia:File_upload_wizard \"Add images or other media for use on Wikipedia\")\n*   [Special pages](https://en.wikipedia.org/wiki/Special:SpecialPages \"A list of all special pages [q]\")\n\n[![Image 1](https://en.wikipedia.org/static/images/icons/enwiki-25.svg)![Image 2: Wikipedia](https://en.wikipedia.org/static/images/mobile/copyright/wikipedia-wordmark-en-25.svg)![Image 3: The Free Encyclopedia](https://en.wikipedia.org/static/images/mobile/copyright/wikipedia-tagline-en-25.svg)](https://en.wikipedia.org/wiki/Main_Page)\n\n[Search](https://en.wikipedia.org/wiki/Special:Search \"Search Wikipedia [f]\")\n\nSearch\n\n- [x] Appearance \n\n*   [Donate](https://donate.wikimedia.org/?wmf_source=donate&wmf_medium=sidebar&wmf_campaign=en.wikipedia.org&uselang=en)\n*   [Create account](https://en.wikipedia.org/w/index.php?title=Special:CreateAccount&returnto=Customer+relationship+management \"You are encouraged to create an account and log in; however, it is not mandatory\")\n*   [Log in](https://en.wikipedia.org/w/index.php?title=Special:UserLogin&returnto=Customer+relationship+management \"You're encouraged to log in; however, it's not mandatory. [o]\")\n\n- [x] Personal tools \n\n*   [Donate](https://donate.wikimedia.org/?wmf_source=donate&wmf_medium=sidebar&wmf_campaign=en.wikipedia.org&uselang=en)\n*   [Create account](https://en.wikipedia.org/w/index.php?title=Special:CreateAccount&returnto=Customer+relationship+management \"You are encouraged to create an account and log in; however, it is not mandatory\")\n*   [Log in](https://en.wikipedia.org/w/index.php?title=Special:UserLogin&returnto=Customer+relationship+management \"You're encouraged to log in; however, it's not mandatory. [o]\")\n\n## Contents\n\nmove to sidebar hide\n\n*   [(Top)](https://en.wikipedia.org/wiki/Customer_relationship_management#)\n*   [1 History](https://en.wikipedia.org/wiki/Customer_relationship_management#History)\n\n*   [2 Types](https://en.wikipedia.org/wiki/Customer_relationship_management#Types)Toggle Types subsection\n    *   [2.1 Strategic](https://en.wikipedia.org/wiki/Customer_relationship_management#Strategic)\n\n    *   [2.2 Operational](https://en.wikipedia.org/wiki/Customer_relationship_management#Operational)\n\n    *   [2.3 Analytical](https://en.wikipedia.org/wiki/Customer_relationship_management#Analytical)\n\n    *   [2.4 Collaborative](https://en.wikipedia.org/wiki/Customer_relationship_management#Collaborative)\n\n    *   [2.5 Customer data platform](https://en.wikipedia.org/wiki/Customer_relationship_management#Customer_data_platform)\n\n*   [3 Components](https://en.wikipedia.org/wiki/Customer_relationship_management#Components)\n\n*   [4 Effect on customer satisfaction](https://en.wikipedia.org/wiki/Customer_relationship_management#Effect_on_customer_satisfaction)Toggle Effect on customer satisfaction subsection\n    *   [4.1 Customer benefits](https://en.wikipedia.org/wiki/Customer_relationship_management#Customer_benefits)\n\n    *   [4.2 Examples](https://en.wikipedia.org/wiki/Customer_relationship_management#Examples)\n\n*   [5 Customer profile](https://en.wikipedia.org/wiki/Customer_relationship_management#Customer_profile)\n\n*   [6 Improving CRM](https://en.wikipedia.org/wiki/Customer_relationship_management#Improving_CRM)Toggle Improving CRM subsection\n    *   [6.1 Data analysis](https://en.wikipedia.org/wiki/Customer_relationship_management#Data_analysis)\n\n    *   [6.2 Employee training](https://en.wikipedia.org/wiki/Customer_relationship_management#Employee_training)\n\n*   [7 In practice](https://en.wikipedia.org/wiki/Customer_relationship_management#In_practice)Toggle In practice subsection\n    *   [7.1 Call centers](https://en.wikipedia.org/wiki/Customer_relationship_management#Call_centers)\n\n    *   [7.2 Contact-center automation](https://en.wikipedia.org/wiki/Customer_relationship_management#Contact-center_automation)\n\n    *   [7.3 Social media](https://en.wikipedia.org/wiki/Customer_relationship_management#Social_media)\n\n    *   [7.4 Location-based services](https://en.wikipedia.org/wiki/Customer_relationship_management#Location-based_services)\n\n    *   [7.5 Business-to-business transactions](https://en.wikipedia.org/wiki/Customer_relationship_management#Business-to-business_transactions)\n\n*   [8 Market trends](https://en.wikipedia.org/wiki/Customer_relationship_management#Market_trends)Toggle Market trends subsection\n    *   [8.1 Social networking](https://en.wikipedia.org/wiki/Customer_relationship_management#Social_networking)\n\n    *   [8.2 Mobile](https://en.wikipedia.org/wiki/Customer_relationship_management#Mobile)\n\n    *   [8.3 Cloud computing and SaaS](https://en.wikipedia.org/wiki/Customer_relationship_management#Cloud_computing_and_SaaS)\n\n    *   [8.4 Sales and sales force automation](https://en.wikipedia.org/wiki/Customer_relationship_management#Sales_and_sales_force_automation)\n\n    *   [8.5 Vendor relationship management](https://en.wikipedia.org/wiki/Customer_relationship_management#Vendor_relationship_management)\n\n    *   [8.6 Customer success](https://en.wikipedia.org/wiki/Customer_relationship_management#Customer_success)\n\n    *   [8.7 AI and predictive analytics](https://en.wikipedia.org/wiki/Customer_relationship_management#AI_and_predictive_analytics)\n\n*   [9 Criticism](https://en.wikipedia.org/wiki/Customer_relationship_management#Criticism)\n\n*   [10 See also](https://en.wikipedia.org/wiki/Customer_relationship_management#See_also)\n\n*   [11 References](https://en.wikipedia.org/wiki/Customer_relationship_management#References)\n\n*   [12 Sources](https://en.wikipedia.org/wiki/Customer_relationship_management#Sources)\n\n- [x] Toggle the table of contents \n\n# Customer relationship management\n\n- [x] 50 languages \n\n*   [العربية](https://ar.wikipedia.org/wiki/%D8%A5%D8%AF%D8%A7%D8%B1%D8%A9_%D8%B9%D9%84%D8%A7%D9%82%D8%A7%D8%AA_%D8%A7%D9%84%D8%B9%D9%85%D9%84%D8%A7%D8%A1 \"إدارة علاقات العملاء – Arabic\")\n*   [Azərbaycanca](https://az.wikipedia.org/wiki/M%C3%BC%C5%9Ft%C9%99ril%C9%99rl%C9%99_qar%C5%9F%C4%B1l%C4%B1ql%C4%B1_m%C3%BCnasib%C9%99tl%C9%99rin_idar%C9%99olunmas%C4%B1_sistemi \"Müştərilərlə qarşılıqlı münasibətlərin idarəolunması sistemi – Azerbaijani\")\n*   [Български](https://bg.wikipedia.org/wiki/CRM_%D1%81%D0%B8%D1%81%D1%82%D0%B5%D0%BC%D0%B0 \"CRM система – Bulgarian\")\n*   [Català](https://ca.wikipedia.org/wiki/CRM \"CRM – Catalan\")\n*   [Čeština](https://cs.wikipedia.org/wiki/%C5%98%C3%ADzen%C3%AD_vztah%C5%AF_se_z%C3%A1kazn%C3%ADky \"Řízení vztahů se zákazníky – Czech\")\n*   [Dansk](https://da.wikipedia.org/wiki/Customer_relationship_management \"Customer relationship management – Danish\")\n*   [Deutsch](https://de.wikipedia.org/wiki/Customer-Relationship-Management \"Customer-Relationship-Management – German\")\n*   [Ελληνικά](https://el.wikipedia.org/wiki/%CE%94%CE%B9%CE%B1%CF%87%CE%B5%CE%AF%CF%81%CE%B9%CF%83%CE%B7_%CF%80%CE%B5%CE%BB%CE%B1%CF%84%CE%B5%CE%B9%CE%B1%CE%BA%CF%8E%CE%BD_%CF%83%CF%87%CE%AD%CF%83%CE%B5%CF%89%CE%BD \"Διαχείριση πελατειακών σχέσεων – Greek\")\n*   [Español](https://es.wikipedia.org/wiki/Gesti%C3%B3n_de_relaciones_con_el_cliente \"Gestión de relaciones con el cliente – Spanish\")\n*   [Euskara](https://eu.wikipedia.org/wiki/Bezeroekiko_harremanak_kudeatzeko_sistemak_(CRM) \"Bezeroekiko harremanak kudeatzeko sistemak (CRM) – Basque\")\n*   [فارسی](https://fa.wikipedia.org/wiki/%D9%85%D8%AF%DB%8C%D8%B1%DB%8C%D8%AA_%D8%A7%D8%B1%D8%AA%D8%A8%D8%A7%D8%B7_%D8%A8%D8%A7_%D9%85%D8%B4%D8%AA%D8%B1%DB%8C \"مدیریت ارتباط با مشتری – Persian\")\n*   [Suomi](https://fi.wikipedia.org/wiki/Asiakkuudenhallinta \"Asiakkuudenhallinta – Finnish\")\n*   [Français](https://fr.wikipedia.org/wiki/Gestion_de_la_relation_client \"Gestion de la relation client – French\")\n*   [Galego](https://gl.wikipedia.org/wiki/CRM \"CRM – Galician\")\n*   [עברית](https://he.wikipedia.org/wiki/%D7%A0%D7%99%D7%94%D7%95%D7%9C_%D7%A7%D7%A9%D7%A8%D7%99_%D7%9C%D7%A7%D7%95%D7%97%D7%95%D7%AA \"ניהול קשרי לקוחות – Hebrew\")\n*   [हिन्दी](https://hi.wikipedia.org/wiki/%E0%A4%97%E0%A5%8D%E0%A4%B0%E0%A4%BE%E0%A4%B9%E0%A4%95_%E0%A4%B8%E0%A4%82%E0%A4%AC%E0%A4%82%E0%A4%A7_%E0%A4%AA%E0%A5%8D%E0%A4%B0%E0%A4%AC%E0%A4%82%E0%A4%A7%E0%A4%A8 \"ग्राहक संबंध प्रबंधन – Hindi\")\n*   [Magyar](https://hu.wikipedia.org/wiki/CRM \"CRM – Hungarian\")\n*   [Հայերեն](https://hy.wikipedia.org/wiki/%D5%80%D5%A1%D5%B3%D5%A1%D5%AD%D5%B8%D6%80%D5%A4%D5%B6%D5%A5%D6%80%D5%AB_%D5%B0%D5%A5%D5%BF_%D5%B0%D5%A1%D6%80%D5%A1%D5%A2%D5%A5%D6%80%D5%B8%D6%82%D5%A9%D5%B5%D5%B8%D6%82%D5%B6%D5%B6%D5%A5%D6%80%D5%AB_%D5%AF%D5%A1%D5%BC%D5%A1%D5%BE%D5%A1%D6%80%D5%B8%D6%82%D5%B4 \"Հաճախորդների հետ հարաբերությունների կառավարում – Armenian\")\n*   [Bahasa Indonesia](https://id.wikipedia.org/wiki/Manajemen_hubungan_pelanggan \"Manajemen hubungan pelanggan – Indonesian\")\n*   [Italiano](https://it.wikipedia.org/wiki/Customer_relationship_management \"Customer relationship management – Italian\")\n*   [日本語](https://ja.wikipedia.org/wiki/%E9%A1%A7%E5%AE%A2%E9%96%A2%E4%BF%82%E7%AE%A1%E7%90%86 \"顧客関係管理 – Japanese\")\n*   [Taqbaylit](https://kab.wikipedia.org/wiki/Asefrek_n_wassa%C9%A3_n_umsa%C9%A3_(CRM) \"Asefrek n wassaɣ n umsaɣ (CRM) – Kabyle\")\n*   [Қазақша](https://kk.wikipedia.org/wiki/%D0%9A%D0%BB%D0%B8%D0%B5%D0%BD%D1%82%D1%82%D0%B5%D1%80%D0%BC%D0%B5%D0%BD_%D2%9B%D0%B0%D1%80%D1%8B%D0%BC-%D2%9B%D0%B0%D1%82%D1%8B%D0%BD%D0%B0%D1%81%D1%82%D1%8B_%D0%B1%D0%B0%D1%81%D2%9B%D0%B0%D1%80%D1%83 \"Клиенттермен қарым-қатынасты басқару – Kazakh\")\n*   [ಕನ್ನಡ](https://kn.wikipedia.org/wiki/%E0%B2%97%E0%B3%8D%E0%B2%B0%E0%B2%BE%E0%B2%B9%E0%B2%95_%E0%B2%B8%E0%B2%82%E0%B2%AC%E0%B2%82%E0%B2%A7_%E0%B2%A8%E0%B2%BF%E0%B2%B0%E0%B3%8D%E0%B2%B5%E0%B2%B9%E0%B2%A3%E0%B3%86 \"ಗ್ರಾಹಕ ಸಂಬಂಧ ನಿರ್ವಹಣೆ – Kannada\")\n*   [한국어](https://ko.wikipedia.org/wiki/%EA%B3%A0%EA%B0%9D_%EA%B4%80%EA%B3%84_%EA%B4%80%EB%A6%AC \"고객 관계 관리 – Korean\")\n*   [ລາວ](https://lo.wikipedia.org/wiki/%E0%BA%81%E0%BA%B2%E0%BA%99%E0%BA%88%E0%BA%B1%E0%BA%94%E0%BA%81%E0%BA%B2%E0%BA%99%E0%BA%A5%E0%BA%B9%E0%BA%81%E0%BA%84%E0%BB%89%E0%BA%B2%E0%BA%AA%E0%BB%8D%E0%BA%B2%E0%BA%9E%E0%BA%B1%E0%BA%99 \"ການຈັດການລູກຄ້າສໍາພັນ – Lao\")\n*   [Lietuvių](https://lt.wikipedia.org/wiki/Santyki%C5%B3_su_klientais_valdymas \"Santykių su klientais valdymas – Lithuanian\")\n*   [Latviešu](https://lv.wikipedia.org/wiki/Klientu_attiec%C4%ABbu_p%C4%81rvald%C4%ABba \"Klientu attiecību pārvaldība – Latvian\")\n*   [Монгол](https://mn.wikipedia.org/wiki/Customer_relationship_management \"Customer relationship management – Mongolian\")\n*   [Nederlands](https://nl.wikipedia.org/wiki/Customer_relationship_management \"Customer relationship management – Dutch\")\n*   [Norsk bokmål](https://no.wikipedia.org/wiki/Kunderelasjonsh%C3%A5ndtering \"Kunderelasjonshåndtering – Norwegian Bokmål\")\n*   [Polski](https://pl.wikipedia.org/wiki/Zarz%C4%85dzanie_relacjami_z_klientami \"Zarządzanie relacjami z klientami – Polish\")\n*   [Português](https://pt.wikipedia.org/wiki/Gest%C3%A3o_de_relacionamento_com_o_cliente \"Gestão de relacionamento com o cliente – Portuguese\")\n*   [Română](https://ro.wikipedia.org/wiki/Customer_relationship_management \"Customer relationship management – Romanian\")\n*   [Русский](https://ru.wikipedia.org/wiki/CRM \"CRM – Russian\")\n*   [Slovenčina](https://sk.wikipedia.org/wiki/Mana%C5%BE%C3%A9rstvo_vz%C5%A5ahov_so_z%C3%A1kazn%C3%ADkmi \"Manažérstvo vzťahov so zákazníkmi – Slovak\")\n*   [Slovenščina](https://sl.wikipedia.org/wiki/Upravljanje_odnosov_s_strankami \"Upravljanje odnosov s strankami – Slovenian\")\n*   [Српски / srpski](https://sr.wikipedia.org/wiki/Upravljanje_odnosima_sa_klijentima \"Upravljanje odnosima sa klijentima – Serbian\")\n*   [Svenska](https://sv.wikipedia.org/wiki/Customer_relationship_management \"Customer relationship management – Swedish\")\n*   [தமிழ்](https://ta.wikipedia.org/wiki/%E0%AE%B5%E0%AE%BE%E0%AE%9F%E0%AE%BF%E0%AE%95%E0%AF%8D%E0%AE%95%E0%AF%88%E0%AE%AF%E0%AE%BE%E0%AE%B3%E0%AE%B0%E0%AF%8D_%E0%AE%A4%E0%AF%8A%E0%AE%9F%E0%AE%B0%E0%AF%8D%E0%AE%AA%E0%AF%81_%E0%AE%AE%E0%AF%87%E0%AE%B2%E0%AE%BE%E0%AE%A3%E0%AF%8D%E0%AE%AE%E0%AF%88 \"வாடிக்கையாளர் தொடர்பு மேலாண்மை – Tamil\")\n*   [ไทย](https://th.wikipedia.org/wiki/%E0%B8%A3%E0%B8%B0%E0%B8%9A%E0%B8%9A%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%AB%E0%B8%B2%E0%B8%A3%E0%B8%84%E0%B8%A7%E0%B8%B2%E0%B8%A1%E0%B8%AA%E0%B8%B1%E0%B8%A1%E0%B8%9E%E0%B8%B1%E0%B8%99%E0%B8%98%E0%B9%8C%E0%B8%A5%E0%B8%B9%E0%B8%81%E0%B8%84%E0%B9%89%E0%B8%B2 \"ระบบบริหารความสัมพันธ์ลูกค้า – Thai\")\n*   [Türkçe](https://tr.wikipedia.org/wiki/M%C3%BC%C5%9Fteri_ili%C5%9Fkileri_y%C3%B6netimi \"Müşteri ilişkileri yönetimi – Turkish\")\n*   [ChiTumbuka](https://tum.wikipedia.org/wiki/Kula%C5%B5ilira_ubwezi_na_makasitomala \"Kulaŵilira ubwezi na makasitomala – Tumbuka\")\n*   [Українська](https://uk.wikipedia.org/wiki/%D0%A3%D0%BF%D1%80%D0%B0%D0%B2%D0%BB%D1%96%D0%BD%D0%BD%D1%8F_%D0%B2%D1%96%D0%B4%D0%BD%D0%BE%D1%81%D0%B8%D0%BD%D0%B0%D0%BC%D0%B8_%D0%B7_%D0%BA%D0%BB%D1%96%D1%94%D0%BD%D1%82%D0%B0%D0%BC%D0%B8 \"Управління відносинами з клієнтами – Ukrainian\")\n*   [اردو](https://ur.wikipedia.org/wiki/%DA%AF%D8%A7%DB%81%DA%A9%D9%88%DA%BA_%D8%B3%DB%92_%D8%AA%D8%B9%D9%84%D9%82%D8%A7%D8%AA_%DA%A9%DB%8C_%D9%86%D8%B8%D8%A7%D9%85%D8%AA \"گاہکوں سے تعلقات کی نظامت – Urdu\")\n*   [Oʻzbekcha / ўзбекча](https://uz.wikipedia.org/wiki/CRM \"CRM – Uzbek\")\n*   [Tiếng Việt](https://vi.wikipedia.org/wiki/Qu%E1%BA%A3n_l%C3%BD_quan_h%E1%BB%87_kh%C3%A1ch_h%C3%A0ng \"Quản lý quan hệ khách hàng – Vietnamese\")\n*   [ייִדיש](https://yi.wikipedia.org/wiki/CRM \"CRM – Yiddish\")\n*   [粵語](https://zh-yue.wikipedia.org/wiki/%E9%A1%A7%E5%AE%A2%E9%97%9C%E4%BF%82%E7%AE%A1%E7%90%86 \"顧客關係管理 – Cantonese\")\n*   [中文](https://zh.wikipedia.org/wiki/%E5%AE%A2%E6%88%B7%E5%85%B3%E7%B3%BB%E7%AE%A1%E7%90%86 \"客户关系管理 – Chinese\")\n\n[Edit links](https://www.wikidata.org/wiki/Special:EntityPage/Q485643#sitelinks-wikipedia \"Edit interlanguage links\")\n\n*   [Article](https://en.wikipedia.org/wiki/Customer_relationship_management \"View the content page [c]\")\n*   [Talk](https://en.wikipedia.org/wiki/Talk:Customer_relationship_management \"Discuss improvements to the content page [t]\")\n\n- [x] English \n\n*   [Read](https://en.wikipedia.org/wiki/Customer_relationship_management)\n*   [Edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit \"Edit this page [e]\")\n*   [View history](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=history \"Past revisions of this page [h]\")\n\n- [x] Tools \n\nTools\n\nmove to sidebar hide\n\n Actions \n\n*   [Read](https://en.wikipedia.org/wiki/Customer_relationship_management)\n*   [Edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit \"Edit this page [e]\")\n*   [View history](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=history \"Past revisions of this page [h]\")\n\n General \n\n*   [What links here](https://en.wikipedia.org/wiki/Special:WhatLinksHere/Customer_relationship_management \"List of all English Wikipedia pages containing links to this page [j]\")\n*   [Related changes](https://en.wikipedia.org/wiki/Special:RecentChangesLinked/Customer_relationship_management \"Recent changes in pages linked from this page [k]\")\n*   [Upload file](https://en.wikipedia.org/wiki/Wikipedia:File_Upload_Wizard \"Upload files [u]\")\n*   [Permanent link](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&oldid=1381278898 \"Permanent link to this revision of this page\")\n*   [Page information](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=info \"More information about this page\")\n*   [Cite this page](https://en.wikipedia.org/w/index.php?title=Special:CiteThisPage&page=Customer_relationship_management&id=1381278898&wpFormIdentifier=titleform \"Information on how to cite this page\")\n*   [Get shortened URL](https://en.wikipedia.org/w/index.php?title=Special:UrlShortener&url=https%3A%2F%2Fen.wikipedia.org%2Fwiki%2FCustomer_relationship_management)\n*   [Switch to legacy parser](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&useparsoid=0)\n\n Print/export \n\n*   [Download as PDF](https://en.wikipedia.org/w/index.php?title=Special:DownloadAsPdf&page=Customer_relationship_management&action=show-download-screen \"Download this page as a PDF file\")\n*   [Printable version](javascript:print(); \"Printable version of this page [p]\")\n\n In other projects \n\n*   [Wikimedia Commons](https://commons.wikimedia.org/wiki/Category:Customer_relationship_management)\n*   [Wikiversity](https://en.wikiversity.org/wiki/Customer_relationship_management)\n*   [Wikidata item](https://www.wikidata.org/wiki/Special:EntityPage/Q485643 \"Structured data on this page hosted by Wikidata [g]\")\n\nAppearance\n\nmove to sidebar hide\n\nFrom Wikipedia, the free encyclopedia\n\nProcess of managing interactions with customers\n\n| [Business administration](https://en.wikipedia.org/wiki/Business_administration \"Business administration\") |\n| --- |\n| [Accounting](https://en.wikipedia.org/wiki/Accounting \"Accounting\") * [Management accounting](https://en.wikipedia.org/wiki/Management_accounting \"Management accounting\") * [Financial accounting](https://en.wikipedia.org/wiki/Financial_accounting \"Financial accounting\") * [Audit](https://en.wikipedia.org/wiki/Audit \"Audit\") |\n| [Business entity](https://en.wikipedia.org/wiki/Legal_person \"Legal person\") ([list](https://en.wikipedia.org/wiki/List_of_legal_entity_types_by_country \"List of legal entity types by country\")) * [Corporate group](https://en.wikipedia.org/wiki/Corporate_group \"Corporate group\") * [Corporation sole](https://en.wikipedia.org/wiki/Corporation_sole \"Corporation sole\") * [Company](https://en.wikipedia.org/wiki/Company \"Company\") * [Conglomerate](https://en.wikipedia.org/wiki/Conglomerate_(company) \"Conglomerate (company)\") * [Holding company](https://en.wikipedia.org/wiki/Holding_company \"Holding company\") * [Cooperative](https://en.wikipedia.org/wiki/Cooperative \"Cooperative\") * [Corporation](https://en.wikipedia.org/wiki/Corporation \"Corporation\") * [Joint-stock company](https://en.wikipedia.org/wiki/Joint-stock_company \"Joint-stock company\") * [Limited liability company](https://en.wikipedia.org/wiki/Limited_liability_company \"Limited liability company\") * [Partnership](https://en.wikipedia.org/wiki/Partnership \"Partnership\") * [Privately held company](https://en.wikipedia.org/wiki/Privately_held_company \"Privately held company\") * [Sole proprietorship](https://en.wikipedia.org/wiki/Sole_proprietorship \"Sole proprietorship\") * [State-owned enterprise](https://en.wikipedia.org/wiki/State-owned_enterprise \"State-owned enterprise\") |\n| [Corporate governance](https://en.wikipedia.org/wiki/Corporate_governance \"Corporate governance\") * [Annual general meeting](https://en.wikipedia.org/wiki/Annual_general_meeting \"Annual general meeting\") * [Board of directors](https://en.wikipedia.org/wiki/Board_of_directors \"Board of directors\") * [Supervisory board](https://en.wikipedia.org/wiki/Supervisory_board \"Supervisory board\") * [Advisory board](https://en.wikipedia.org/wiki/Advisory_board \"Advisory board\") * [Audit committee](https://en.wikipedia.org/wiki/Audit_committee \"Audit committee\") |\n| [Corporate law](https://en.wikipedia.org/wiki/Corporate_law \"Corporate law\") * [Commercial law](https://en.wikipedia.org/wiki/Commercial_law \"Commercial law\") * [Constitutional documents](https://en.wikipedia.org/wiki/Constitutional_documents \"Constitutional documents\") * [Contract](https://en.wikipedia.org/wiki/Contract \"Contract\") * [Corporate crime](https://en.wikipedia.org/wiki/Corporate_crime \"Corporate crime\") * [Corporate liability](https://en.wikipedia.org/wiki/Corporate_liability \"Corporate liability\") * [Insolvency law](https://en.wikipedia.org/wiki/Insolvency_law \"Insolvency law\") * [International trade law](https://en.wikipedia.org/wiki/International_trade_law \"International trade law\") * [Mergers and acquisitions](https://en.wikipedia.org/wiki/Mergers_and_acquisitions \"Mergers and acquisitions\") |\n| [Corporate title](https://en.wikipedia.org/wiki/Corporate_title \"Corporate title\") * [Chairman](https://en.wikipedia.org/wiki/Chair_(officer) \"Chair (officer)\") * [Chief business officer](https://en.wikipedia.org/wiki/Chief_business_officer \"Chief business officer\")/[Chief brand officer](https://en.wikipedia.org/wiki/Chief_brand_officer \"Chief brand officer\") * [Chief executive officer](https://en.wikipedia.org/wiki/Chief_executive_officer \"Chief executive officer\")/[Chief operating officer](https://en.wikipedia.org/wiki/Chief_operating_officer \"Chief operating officer\") * [Chief financial officer](https://en.wikipedia.org/wiki/Chief_financial_officer \"Chief financial officer\") * [Chief human resources officer](https://en.wikipedia.org/wiki/Chief_human_resources_officer \"Chief human resources officer\") * [Chief information officer](https://en.wikipedia.org/wiki/Chief_information_officer \"Chief information officer\")/[Chief marketing officer](https://en.wikipedia.org/wiki/Chief_marketing_officer \"Chief marketing officer\") * [Chief product officer](https://en.wikipedia.org/wiki/Chief_product_officer \"Chief product officer\")/[Chief technology officer](https://en.wikipedia.org/wiki/Chief_technology_officer \"Chief technology officer\") |\n| [Economics](https://en.wikipedia.org/wiki/Economics \"Economics\") * [Commodity](https://en.wikipedia.org/wiki/Commodity \"Commodity\") * [Public economics](https://en.wikipedia.org/wiki/Public_economics \"Public economics\") * [Labour economics](https://en.wikipedia.org/wiki/Labour_economics \"Labour economics\") * [Development economics](https://en.wikipedia.org/wiki/Development_economics \"Development economics\") * [International economics](https://en.wikipedia.org/wiki/International_economics \"International economics\") * [Mixed economy](https://en.wikipedia.org/wiki/Mixed_economy \"Mixed economy\") * [Planned economy](https://en.wikipedia.org/wiki/Planned_economy \"Planned economy\") * [Econometrics](https://en.wikipedia.org/wiki/Econometrics \"Econometrics\") * [Environmental economics](https://en.wikipedia.org/wiki/Environmental_economics \"Environmental economics\") * [Open economy](https://en.wikipedia.org/wiki/Open_economy \"Open economy\") * [Market economy](https://en.wikipedia.org/wiki/Market_economy \"Market economy\") * [Knowledge economy](https://en.wikipedia.org/wiki/Knowledge_economy \"Knowledge economy\") * [Microeconomics](https://en.wikipedia.org/wiki/Microeconomics \"Microeconomics\") * [Macroeconomics](https://en.wikipedia.org/wiki/Macroeconomics \"Macroeconomics\") * [Economic development](https://en.wikipedia.org/wiki/Economic_development \"Economic development\") * [Economic statistics](https://en.wikipedia.org/wiki/Economic_statistics \"Economic statistics\") |\n| Finance * [Financial statement](https://en.wikipedia.org/wiki/Financial_statement \"Financial statement\") * [Insurance](https://en.wikipedia.org/wiki/Insurance \"Insurance\") * [Factoring](https://en.wikipedia.org/wiki/Factoring_(finance) \"Factoring (finance)\") * [Cash conversion cycle](https://en.wikipedia.org/wiki/Cash_conversion_cycle \"Cash conversion cycle\") * [Insider dealing](https://en.wikipedia.org/wiki/Insider_dealing \"Insider dealing\") * [Capital budgeting](https://en.wikipedia.org/wiki/Capital_budgeting \"Capital budgeting\") * [Commercial bank](https://en.wikipedia.org/wiki/Commercial_bank \"Commercial bank\") * [Derivative](https://en.wikipedia.org/wiki/Derivative_(finance) \"Derivative (finance)\") * [Financial statement analysis](https://en.wikipedia.org/wiki/Financial_statement_analysis \"Financial statement analysis\") * [Financial risk](https://en.wikipedia.org/wiki/Financial_risk \"Financial risk\") * [Public finance](https://en.wikipedia.org/wiki/Public_finance \"Public finance\") * [Corporate finance](https://en.wikipedia.org/wiki/Corporate_finance \"Corporate finance\") * [Managerial finance](https://en.wikipedia.org/wiki/Managerial_finance \"Managerial finance\") * [International finance](https://en.wikipedia.org/wiki/International_finance \"International finance\") * [Liquidation](https://en.wikipedia.org/wiki/Liquidation \"Liquidation\") * [Stock market](https://en.wikipedia.org/wiki/Stock_market \"Stock market\") * [Financial market](https://en.wikipedia.org/wiki/Financial_market \"Financial market\") * [Tax](https://en.wikipedia.org/wiki/Tax \"Tax\") * [Financial institution](https://en.wikipedia.org/wiki/Financial_institution \"Financial institution\") * [Capital management](https://en.wikipedia.org/wiki/Capital_management \"Capital management\") * [Venture capital](https://en.wikipedia.org/wiki/Venture_capital \"Venture capital\") |\n| Types of management * [Asset](https://en.wikipedia.org/wiki/Asset_management \"Asset management\") * [Brand](https://en.wikipedia.org/wiki/Brand_management \"Brand management\") * [Business intelligence](https://en.wikipedia.org/wiki/Business_intelligence \"Business intelligence\") * [Business development](https://en.wikipedia.org/wiki/Business_development \"Business development\") * [Capacity](https://en.wikipedia.org/wiki/Capacity_management \"Capacity management\") * [Capability](https://en.wikipedia.org/wiki/Capability_management_in_business \"Capability management in business\") * [Change](https://en.wikipedia.org/wiki/Change_management \"Change management\") * [innovation](https://en.wikipedia.org/wiki/Innovation_management \"Innovation management\") * [Commercial](https://en.wikipedia.org/wiki/Commercial_management \"Commercial management\") * [Marketing](https://en.wikipedia.org/wiki/Marketing_management \"Marketing management\") * [Communications](https://en.wikipedia.org/wiki/Communications_management \"Communications management\") * [Configuration](https://en.wikipedia.org/wiki/Configuration_management \"Configuration management\") * [Conflict](https://en.wikipedia.org/wiki/Conflict_management \"Conflict management\") * [Content](https://en.wikipedia.org/wiki/Content_management \"Content management\") * [Customer relationship](https://en.wikipedia.org/wiki/Customer_relationship_management) * [Distributed](https://en.wikipedia.org/wiki/Distributed_management \"Distributed management\") * [Earned value](https://en.wikipedia.org/wiki/Earned_value_management \"Earned value management\") * [Electronic business](https://en.wikipedia.org/wiki/Electronic_business \"Electronic business\") * [Enterprise resource planning](https://en.wikipedia.org/wiki/Enterprise_resource_planning \"Enterprise resource planning\") * [management information system](https://en.wikipedia.org/wiki/Management_information_system \"Management information system\") * [Financial](https://en.wikipedia.org/wiki/Financial_management \"Financial management\") * [Human resource](https://en.wikipedia.org/wiki/Human_resource_management \"Human resource management\") * [development](https://en.wikipedia.org/wiki/Human_resources \"Human resources\") * [Incident](https://en.wikipedia.org/wiki/Incident_management \"Incident management\") * [Knowledge](https://en.wikipedia.org/wiki/Knowledge_management \"Knowledge management\") * [Legal](https://en.wikipedia.org/wiki/Enterprise_legal_management \"Enterprise legal management\") * [Materials](https://en.wikipedia.org/wiki/Materials_management \"Materials management\") * [Network](https://en.wikipedia.org/wiki/Network_management \"Network management\") * [administrator](https://en.wikipedia.org/wiki/Network_administrator \"Network administrator\") * [Office](https://en.wikipedia.org/wiki/Office_management \"Office management\") * [Operations](https://en.wikipedia.org/wiki/Operations_management \"Operations management\") * [services](https://en.wikipedia.org/wiki/Operations_management_for_services \"Operations management for services\") * [Performance](https://en.wikipedia.org/wiki/Performance_management \"Performance management\") * [Power](https://en.wikipedia.org/wiki/Power_management \"Power management\") * [Process](https://en.wikipedia.org/wiki/Business_process_management \"Business process management\") * [Product life-cycle](https://en.wikipedia.org/wiki/Product_life-cycle_management \"Product life-cycle management\") * [Product](https://en.wikipedia.org/wiki/Product_management \"Product management\") * [Project](https://en.wikipedia.org/wiki/Project_management \"Project management\") * [Property](https://en.wikipedia.org/wiki/Property_management \"Property management\") * [Quality](https://en.wikipedia.org/wiki/Quality_management \"Quality management\") * [Records](https://en.wikipedia.org/wiki/Records_management \"Records management\") * [Resource](https://en.wikipedia.org/wiki/Resource_management \"Resource management\") * [Risk](https://en.wikipedia.org/wiki/Risk_management \"Risk management\") * [crisis](https://en.wikipedia.org/wiki/Crisis_management \"Crisis management\") * [Sales](https://en.wikipedia.org/wiki/Sales_management \"Sales management\") * [Security](https://en.wikipedia.org/wiki/Security_management \"Security management\") * [Service](https://en.wikipedia.org/wiki/Service_management \"Service management\") * [Strategic](https://en.wikipedia.org/wiki/Strategic_management \"Strategic management\") * [Supply chain](https://en.wikipedia.org/wiki/Supply_chain_management \"Supply chain management\") * [Systems](https://en.wikipedia.org/wiki/Systems_management \"Systems management\") * [administrator](https://en.wikipedia.org/wiki/System_administrator \"System administrator\") * [Talent](https://en.wikipedia.org/wiki/Talent_management \"Talent management\") * [Technology](https://en.wikipedia.org/wiki/Technology_management \"Technology management\") |\n| Organization * [Architecture](https://en.wikipedia.org/wiki/Organizational_architecture \"Organizational architecture\") * [Behavior](https://en.wikipedia.org/wiki/Organizational_behavior \"Organizational behavior\") * [Communication](https://en.wikipedia.org/wiki/Organizational_communication \"Organizational communication\") * [Culture](https://en.wikipedia.org/wiki/Organizational_culture \"Organizational culture\") * [Conflict](https://en.wikipedia.org/wiki/Organizational_conflict \"Organizational conflict\") * [Development](https://en.wikipedia.org/wiki/Organization_development \"Organization development\") * [Engineering](https://en.wikipedia.org/wiki/Organizational_engineering \"Organizational engineering\") * [Hierarchy](https://en.wikipedia.org/wiki/Hierarchical_organization \"Hierarchical organization\") * [Patterns](https://en.wikipedia.org/wiki/Organizational_patterns \"Organizational patterns\") * [Space](https://en.wikipedia.org/wiki/Organizational_space \"Organizational space\") * [Structure](https://en.wikipedia.org/wiki/Organizational_structure \"Organizational structure\") |\n| [Trade](https://en.wikipedia.org/wiki/Trade \"Trade\") * [Business analysis](https://en.wikipedia.org/wiki/Business_analysis \"Business analysis\") * [Business ethics](https://en.wikipedia.org/wiki/Business_ethics \"Business ethics\") * [Business plan](https://en.wikipedia.org/wiki/Business_plan \"Business plan\") * [Business judgment rule](https://en.wikipedia.org/wiki/Business_judgment_rule \"Business judgment rule\") * [Consumer behaviour](https://en.wikipedia.org/wiki/Consumer_behaviour \"Consumer behaviour\") * [International business](https://en.wikipedia.org/wiki/International_business \"International business\") * [Business model](https://en.wikipedia.org/wiki/Business_model \"Business model\") * [International trade](https://en.wikipedia.org/wiki/International_trade \"International trade\") * [Trade route](https://en.wikipedia.org/wiki/Trade_route \"Trade route\") * [Business process](https://en.wikipedia.org/wiki/Business_process \"Business process\") * [Business statistics](https://en.wikipedia.org/wiki/Business_statistics \"Business statistics\") |\n| * [![Image 4: icon](https://thumb.wikimedia.org/wikipedia/commons/thumb/f/f3/Emblem-money.svg/20px-Emblem-money.svg.png?utm_source=en.wikipedia.org&utm_campaign=parser&utm_content=thumbnail)](https://en.wikipedia.org/wiki/File:Emblem-money.svg)[Business portal](https://en.wikipedia.org/wiki/Portal:Business \"Portal:Business\") |\n| * [v](https://en.wikipedia.org/wiki/Template:Business_administration \"Template:Business administration\") * [t](https://en.wikipedia.org/wiki/Template_talk:Business_administration \"Template talk:Business administration\") * [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Business_administration \"Special:EditPage/Template:Business administration\") |\n\n**Customer relationship management** (**CRM**) is a strategic process that organizations use to manage, analyze, and improve their interactions with customers. By using [data-driven](https://en.wikipedia.org/wiki/Data-driven \"Data-driven\") insights, CRM often involves dedicated information systems that help store and analyze customer data, support communication, and coordinate sales, marketing, and service activities.[[1]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-1)\n\nCRM systems [compile data](https://en.wikipedia.org/wiki/Data_collection \"Data collection\") from a range of different [communication channels](https://en.wikipedia.org/wiki/Communication_channel \"Communication channel\"), including a company's [website](https://en.wikipedia.org/wiki/Website \"Website\"), telephone (which many services come with a [softphone](https://en.wikipedia.org/wiki/Softphone \"Softphone\")), [email](https://en.wikipedia.org/wiki/Email \"Email\"), [live chat](https://en.wikipedia.org/wiki/Live_chat \"Live chat\"), marketing materials, and more recently, [social media](https://en.wikipedia.org/wiki/Social_media \"Social media\").[[2]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-2) They allow businesses to learn more about their target audiences and how to better cater to their needs, thus [retaining customers](https://en.wikipedia.org/wiki/Customer_retention \"Customer retention\") and driving [sales](https://en.wikipedia.org/wiki/Sales \"Sales\") growth.[[3]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-3) CRM may be used with past, present or potential customers. The concepts, procedures, and rules that a corporation follows when communicating with its consumers are referred to as CRM. This complete connection covers direct contact with customers, such as sales and service-related operations, [forecasting](https://en.wikipedia.org/wiki/Forecasting \"Forecasting\"), and the analysis of consumer patterns and behaviours, from the perspective of the company.[[4]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-4)\n\nThe global customer relationship management market size is projected to grow from $101.41 billion in 2024 to $262.74 billion by 2032, at a CAGR of 12.6% [[5]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-5)\n\n## History\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=1 \"Edit section: History\")]\n\nThe concept of customer relationship management started in the early 1970s, when customer satisfaction was evaluated using annual surveys or by front-line asking.[[6]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-6) At that time, businesses had to rely on [standalone mainframe systems](https://en.wikipedia.org/wiki/Mainframe_computer \"Mainframe computer\") to automate sales, but the extent of technology allowed them to categorize customers in [spreadsheets](https://en.wikipedia.org/wiki/Spreadsheet \"Spreadsheet\") and lists. One of the best-known precursors of modern-day CRM is the [Farley File](https://en.wikipedia.org/wiki/Farley_File \"Farley File\"). Developed by [Franklin Roosevelt](https://en.wikipedia.org/wiki/Franklin_Roosevelt \"Franklin Roosevelt\")'s campaign manager, [James Farley](https://en.wikipedia.org/wiki/James_Farley \"James Farley\"), the Farley File was a comprehensive set of records detailing political and personal facts about people FDR and Farley met or were supposed to meet. Using it, people that FDR met were impressed by his \"recall\" of facts about their family and what they were doing professionally and politically.[[7]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-7) In 1982, Kate and Robert D. Kestenbaum introduced the concept of [database marketing](https://en.wikipedia.org/wiki/Database_marketing \"Database marketing\"), namely applying statistical methods to analyze and gather customer data.[[8]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-8) By 1987, [Pat Sullivan](https://en.wikipedia.org/wiki/Pat_Sullivan_(programmer) \"Pat Sullivan (programmer)\") and [Mike Muhney](https://en.wikipedia.org/wiki/Mike_Muhney \"Mike Muhney\") had released a customer evaluation system called [ACT!](https://en.wikipedia.org/wiki/Act!_CRM \"Act! CRM\") based on the principle of a digital Rolodex, which offered a contact management service for the first time.[[9]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-9)\n\nThe trend was followed by numerous companies and independent developers trying to maximize lead potential, including [Tom Siebel](https://en.wikipedia.org/wiki/Thomas_Siebel \"Thomas Siebel\") of [Siebel Systems](https://en.wikipedia.org/wiki/Siebel_Systems \"Siebel Systems\"), who designed the first CRM product, [Siebel Customer Relationship Management](https://en.wikipedia.org/wiki/Siebel_Systems#Key_dates \"Siebel Systems\"), in 1993.[[10]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-10) In order to compete with these new and quickly growing stand-alone CRM solutions, established [enterprise resource planning](https://en.wikipedia.org/wiki/Enterprise_resource_planning \"Enterprise resource planning\") (ERP) software companies like [Oracle](https://en.wikipedia.org/wiki/Oracle_Corporation \"Oracle Corporation\"), [Zoho Corporation](https://en.wikipedia.org/wiki/Zoho_Corporation \"Zoho Corporation\"),[[11]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Mukherjee-2017-11)[SAP](https://en.wikipedia.org/wiki/SAP_SE \"SAP SE\"),[[12]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-12)[Peoplesoft](https://en.wikipedia.org/wiki/PeopleSoft \"PeopleSoft\") (an Oracle subsidiary as of 2005)[[13]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-McMillan-2005-13) and [Navision](https://en.wikipedia.org/wiki/Microsoft_Dynamics_NAV \"Microsoft Dynamics NAV\")[[14]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-14) started extending their sales, distribution and customer service capabilities with [embedded CRM modules](https://en.wikipedia.org/wiki/List_of_embedded_CRM_systems \"List of embedded CRM systems\"). This included embedding [sales force automation](https://en.wikipedia.org/wiki/Sales_force_management_system \"Sales force management system\") or extended customer service (e.g. inquiry, activity management) as CRM features in their ERP.\n\nCustomer relationship management was popularized in 1997 due to the work of Siebel, [Gartner](https://en.wikipedia.org/wiki/Gartner \"Gartner\"), and [IBM](https://en.wikipedia.org/wiki/IBM \"IBM\"). Between 1997 and 2000, leading CRM products were enriched with shipping and marketing capabilities.[[15]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-COMP-15) Siebel introduced the first mobile CRM app called Siebel Sales Handheld in 1999. The idea of a stand-alone, cloud-hosted customer base was soon adopted by other leading providers at the time, including [PeopleSoft](https://en.wikipedia.org/wiki/PeopleSoft \"PeopleSoft\") (acquired by Oracle),[[13]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-McMillan-2005-13)[Oracle](https://en.wikipedia.org/wiki/Oracle_CRM \"Oracle CRM\"), [SAP](https://en.wikipedia.org/wiki/SAP_CRM \"SAP CRM\") and [Salesforce.com](https://en.wikipedia.org/wiki/Salesforce.com \"Salesforce.com\").[[16]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-16)\n\nThe first open-source CRM system was developed by [SugarCRM](https://en.wikipedia.org/wiki/SugarCRM \"SugarCRM\") in 2004. During this period, CRM was rapidly migrating to the cloud, as a result of which it became accessible to sole entrepreneurs and small teams. This increase in accessibility generated a huge wave of price reduction.[[15]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-COMP-15) Around 2009, developers began considering the options to profit from social media's momentum and designed tools to help companies become accessible on all users' favourite networks. Many startups at the time benefited from this trend to provide exclusively [social CRM](https://en.wikipedia.org/wiki/Social_CRM \"Social CRM\") solutions, including [Base](https://en.wikipedia.org/wiki/Base_CRM \"Base CRM\") and Nutshell.[[15]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-COMP-15) The same year, Gartner organized and held the first Customer Relationship Management Summit, and summarized the features systems should offer to be classified as CRM solutions.[[17]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-17) In 2013 and 2014, most of the popular CRM products were linked to business intelligence systems and communication software to improve corporate communication and end-users' experience. The leading trend is to replace standardized CRM solutions with industry-specific ones, or to make them customizable enough to meet the needs of every business.[[18]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-18) In November 2016, [Forrester](https://en.wikipedia.org/wiki/Forrester_Research \"Forrester Research\") released a report where it \"identified the nine most significant CRM suites from eight prominent vendors\".[[19]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-forrester-crm-19)\n\n## Types\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=2 \"Edit section: Types\")]\n\n### Strategic\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=3 \"Edit section: Strategic\")]\n\nStrategic CRM concentrates upon the development of a customer-centric business culture.[[20]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-FOOTNOTEButtle2004[[Category:Wikipedia_articles_needing_page_number_citations_from_October_2026]]%3Csup_class=%22noprint_Inline-Template_%22_style=%22white-space:nowrap;%22%3E[%3Ci%3E[[Wikipedia:Citing_sources|%3Cspan_title=%22This_citation_requires_a_reference_to_the_specific_page_or_range_of_pages_in_which_the_material_appears. (October_2026)%22%3Epage needed%3C/span%3E]]%3C/i%3E]%3C/sup%3E-20)\n\nThe focus of a business on being customer-centric (in design and implementation of their CRM strategy) will translate into an improved [CLV](https://en.wikipedia.org/wiki/Customer_lifetime_value \"Customer lifetime value\").[[21]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-21)\n\n### Operational\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=4 \"Edit section: Operational\")]\n\nThe primary goal of CRM systems is integration and [automation](https://en.wikipedia.org/wiki/Business_process_automation \"Business process automation\") of sales, marketing, and customer support. Therefore, these systems typically have a dashboard that gives an overall view of the three functions on a [single customer view](https://en.wikipedia.org/wiki/Single_customer_view \"Single customer view\"), a single page for each customer that a company may have. The dashboard may provide client information, past sales, previous marketing efforts, and more, summarizing all of the relationships between the customer and the firm. Operational CRM is made up of three main components: sales force automation, marketing automation, and service automation.[[22]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-crmsoftware-2015-22)\n\n*   [Sales force automation](https://en.wikipedia.org/wiki/Sales_force_management_system \"Sales force management system\") works with all stages in the sales cycle, from initially entering contact information to converting a prospective client into an actual client.[[23]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-WhatIs-2015-23) It implements [sales promotion](https://en.wikipedia.org/wiki/Sales_promotion \"Sales promotion\") analysis, automates the tracking of a client's account history for repeated sales or future sales and coordinates sales, marketing, call centers, and retail outlets. It prevents duplicate efforts between a salesperson and a customer and also automatically tracks all contacts and follow-ups between both parties.[[23]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-WhatIs-2015-23)[[20]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-FOOTNOTEButtle2004[[Category:Wikipedia_articles_needing_page_number_citations_from_October_2026]]%3Csup_class=%22noprint_Inline-Template_%22_style=%22white-space:nowrap;%22%3E[%3Ci%3E[[Wikipedia:Citing_sources|%3Cspan_title=%22This_citation_requires_a_reference_to_the_specific_page_or_range_of_pages_in_which_the_material_appears. (October_2026)%22%3Epage needed%3C/span%3E]]%3C/i%3E]%3C/sup%3E-20)\n*   [Marketing automation](https://en.wikipedia.org/wiki/Marketing_automation \"Marketing automation\") focuses on easing the overall marketing process to make it more effective and efficient. CRM tools with marketing automation capabilities can automate repeated tasks, for example, sending out automated marketing emails at certain times to customers or posting marketing information on social media. The goal with marketing automation is to turn a sales lead into a full customer. CRM systems today also work on [customer engagement](https://en.wikipedia.org/wiki/Customer_engagement \"Customer engagement\") through social media.[[24]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-SearchCRM-2015-24)\n*   Service automation is the part of the CRM system that focuses on direct customer service technology. Through service automation, customers are supported through multiple channels such as phone, email, [knowledge bases](https://en.wikipedia.org/wiki/Knowledge_base \"Knowledge base\"), ticketing portals, FAQs, and more.[[22]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-crmsoftware-2015-22)\n\n### Analytical\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=5 \"Edit section: Analytical\")]\n\nThe role of analytical CRM systems is to analyze customer data collected through multiple sources and present it so that business managers can make more informed decisions.[[25]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-25) Analytical CRM systems use techniques such as data mining, correlation, and [pattern recognition](https://en.wikipedia.org/wiki/Pattern_recognition \"Pattern recognition\") to analyze customer data. These analytics help improve customer service by finding small problems which can be solved, perhaps by marketing to different parts of a consumer audience differently.[[22]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-crmsoftware-2015-22) For example, through the analysis of a customer base's buying behavior, a company might see that this customer base has not been buying a lot of products recently. After reviewing their data, the company might think to market to this subset of consumers differently to best communicate how this company's products might benefit this group specifically.\n\n### Collaborative\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=6 \"Edit section: Collaborative\")]\n\nThe third primary aim of CRM systems is to incorporate external stakeholders such as suppliers, vendors, and distributors, and to share customer information across groups, departments, and organizations. For example, feedback can be collected from technical support calls, which could help provide direction for marketing products and services to that particular customer in the future.[[26]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Tavana-2013-26)\n\n### Customer data platform\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=7 \"Edit section: Customer data platform\")]\n\nMain article: [Customer data platform](https://en.wikipedia.org/wiki/Customer_data_platform \"Customer data platform\")\n\nA [customer data platform](https://en.wikipedia.org/wiki/Customer_data_platform \"Customer data platform\") (CDP) is a computer system used by marketing departments that assembles data about individual people from various sources into one database, with which other software systems can interact.[[27]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-ZDnet-27)As of February 2017[[update]](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit), about twenty companies were selling such systems and revenue for them was around US$300 million.[[27]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-ZDnet-27)\n\n## Components\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=8 \"Edit section: Components\")]\n\n[![Image 5](https://thumb.wikimedia.org/wikipedia/commons/thumb/8/84/CRMTypesComponents2.png/960px-CRMTypesComponents2.png?utm_source=en.wikipedia.org&utm_campaign=parser&utm_content=thumbnail)](https://en.wikipedia.org/wiki/File:CRMTypesComponents2.png)\n\nComponents in the different types of CRM[[26]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Tavana-2013-26)\n\nThe main components of CRM are building and managing customer relationships through marketing, observing relationships as they mature through distinct phases, managing these relationships at each stage and recognizing that the distribution of the value of a relationship to the firm is not homogeneous. When building and managing customer relationships through marketing, firms might benefit from using a variety of tools to help organizational design, incentive schemes, customer structures, and more to optimize the reach of their marketing campaigns. Through the acknowledgment of the distinct phases of CRM, businesses will be able to benefit from seeing the interaction of multiple relationships as connected transactions. The final factor of CRM highlights the importance of CRM through accounting for the profitability of customer relationships. By studying the particular spending habits of customers, a firm may be able to dedicate different resources and amounts of attention to different types of consumers.[[28]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Reinartz-2004-28) CRM systems may also incorporate automation features to streamline repetitive tasks such as data entry, follow-ups, and customer segmentation.\n\nRelational Intelligence, which is the awareness of the variety of relationships a customer can have with a firm and the ability of the firm to reinforce or change those connections, is an important component of the main phases of CRM. Companies may be good at capturing [demographic data](https://en.wikipedia.org/wiki/Demographic_data \"Demographic data\"), such as gender, age, income, and education, and connecting them with purchasing information to categorize customers into [profitability](https://en.wikipedia.org/wiki/Profitability \"Profitability\") tiers, but this is only a firm's industrial view of customer relationships.[[29]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Brown-2015-29) A lack of relational intelligence is a sign that firms still see customers as resources that can be used for [up-sell](https://en.wikipedia.org/wiki/Up-selling \"Up-selling\") or [cross-sell](https://en.wikipedia.org/wiki/Cross-sell \"Cross-sell\") opportunities, rather than people looking for interesting and personalized interactions.[[30]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Avery-2014a-30)\n\nCRM systems include:\n\n*   [Data warehouse](https://en.wikipedia.org/wiki/Data_warehouse \"Data warehouse\") technology, which is used to aggregate transaction information, to merge the information with CRM products, and to provide key performance indicators.\n*   [Opportunity management](https://en.wikipedia.org/wiki/Opportunity_management \"Opportunity management\"), which helps the company to manage unpredictable growth and demand and implement a good forecasting model to integrate sales history with sales projections.[[31]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Zeng-2003-31)\n*   CRM systems that track and measure marketing campaigns over multiple networks, tracking customer analysis by customer clicks and sales.\n*   Some CRM software is available as a [software as a service](https://en.wikipedia.org/wiki/Software_as_a_service \"Software as a service\") (SaaS), delivered via the internet and accessed via a web browser instead of being installed on a local computer. Businesses using the software do not purchase it but typically pay a recurring subscription fee to the software vendor,[[22]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-crmsoftware-2015-22)or use free versions of software suites, like those offered by [HubSpot](https://en.wikipedia.org/wiki/HubSpot \"HubSpot\") and [Salesforce](https://en.wikipedia.org/wiki/Salesforce \"Salesforce\").[[32]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-32)\n*   For small businesses, a CRM system may consist of a contact management system that integrates emails, documents, jobs, faxes, and scheduling for individual accounts. CRM systems available for specific markets (legal, finance) frequently focus on event management and relationship tracking as opposed to financial [return on investment](https://en.wikipedia.org/wiki/Return_on_investment \"Return on investment\") (ROI). Notable small business CRMs, which are typically subscription-based, include those developed and sold by [Salesforce](https://en.wikipedia.org/wiki/Salesforce \"Salesforce\"), [Freshworks](https://en.wikipedia.org/wiki/Freshworks \"Freshworks\"), [Pipedrive](https://en.wikipedia.org/wiki/Pipedrive \"Pipedrive\"), and [Close](https://en.wikipedia.org/wiki/Close_(company)?action=edit&redlink=1 \"Close (company) (page does not exist)\").[[33]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-33)[[34]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-34)[[35]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-35)\n*   CRM systems for [eCommerce](https://en.wikipedia.org/wiki/ECommerce \"ECommerce\") focus on marketing automation tasks such as cart rescue, re-engaging users with email, and personalization.\n*   Customer-centric relationship management (CCRM) is a nascent sub-discipline that focuses on customer preferences instead of customer leverage. CCRM aims to add value by engaging customers in individual, interactive relationships.[[28]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Reinartz-2004-28)\n*   Systems for non-profit and membership-based organizations help track constituents, fundraising, sponsors' demographics, membership levels, membership directories, volunteering and communication with individuals.\n*   CRM not only indicates technology and strategy but also indicates an integrated approach that includes employees knowledge and organizational culture to embrace the CRM philosophy.\n\n## Effect on customer satisfaction\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=9 \"Edit section: Effect on customer satisfaction\")]\n\n[Customer satisfaction](https://en.wikipedia.org/wiki/Customer_satisfaction \"Customer satisfaction\") has important implications for the economic performance of firms because it has the ability to increase customer loyalty and usage behavior and reduce customer complaints and the likelihood of customer defection.[[36]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-36)[[37]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-37) The implementation of a CRM approach is likely to affect customer satisfaction and customer knowledge for a variety of different reasons.\n\nFirstly, firms can customize their offerings for each customer.[[38]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Mithas-2005-38) By accumulating information across customer interactions and processing this information to discover hidden patterns, CRM applications help firms customize their offerings to suit the individual tastes of their customers.[[38]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Mithas-2005-38) This customization enhances the perceived quality of products and services from a customer's viewpoint, and because the perceived quality is a determinant of customer satisfaction, it follows that CRM applications indirectly affect customer satisfaction. CRM applications also enable firms to provide timely, accurate processing of customer orders and requests and the ongoing management of customer accounts.[[38]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Mithas-2005-38) For example, Piccoli and Applegate discuss how Wyndham uses IT tools to deliver a consistent service [experience](https://en.wikipedia.org/wiki/Customer_experience \"Customer experience\") across its various properties to a customer. Both an improved ability to customize and reduced variability of the consumption experience enhance perceived quality, which in turn positively affects customer satisfaction.[[39]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Piccoli_Applegate_2003-39) CRM applications also help firms manage customer relationships more effectively across the stages of relationship initiation, maintenance, and termination.[[39]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Piccoli_Applegate_2003-39)\n\n### Customer benefits\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=10 \"Edit section: Customer benefits\")]\n\nWith CRM systems, customers are served on the day-to-day process. With more reliable information, their demand for [self-service](https://en.wikipedia.org/wiki/Self-service \"Self-service\") from companies will decrease. If there is less need to interact with the company for different problems, then the [customer satisfaction](https://en.wikipedia.org/wiki/Customer_satisfaction \"Customer satisfaction\") level is expected to increase.[[40]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-40) These central benefits of CRM will be connected hypothetically to the three kinds of equity, which are relationship, value, and brand, and in the end to [customer equity](https://en.wikipedia.org/wiki/Customer_equity \"Customer equity\"). Eight benefits were recognized to provide value drivers.[[41]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-41)\n\n1.   Enhanced ability to [target](https://en.wiktionary.org/wiki/targeting \"wikt:targeting\") profitable customers.\n2.   Integrated assistance across channels.\n3.   Enhanced [sales force](https://en.wikipedia.org/wiki/Sales \"Sales\") efficiency and effectiveness.\n4.   Improved [pricing](https://en.wikipedia.org/wiki/Pricing \"Pricing\").\n5.   Customized products and services.\n6.   Improved customer service efficiency and effectiveness.\n7.   Individualized marketing messages are also called campaigns.\n8.   Connect customers and all channels on a single platform.\n\n### Examples\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=11 \"Edit section: Examples\")]\n\nResearch has found a 5% increase in [customer retention](https://en.wikipedia.org/wiki/Customer_retention \"Customer retention\") boosts lifetime customer[_[clarification needed](https://en.wikipedia.org/wiki/Wikipedia:Please\\_clarify \"Wikipedia:Please clarify\")_][profits](https://en.wikipedia.org/wiki/Profit_(economics) \"Profit (economics)\") by 50% on average across multiple industries, as well as a boost of up to 90% within specific industries such as [insurance](https://en.wikipedia.org/wiki/Insurance_industry \"Insurance industry\").[[42]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Gillies-2002-42) Companies that have mastered customer relationship strategies have the most successful CRM programs. For example, [MBNA](https://en.wikipedia.org/wiki/MBNA \"MBNA\") Europe has had a 75% annual profit growth since 1995. The firm heavily invests in screening potential cardholders. Once proper clients are identified, the firm retains 97% of its profitable customers. They implement CRM by marketing the right products to the right customers. The firm's customers' card usage is 52% above the industry norm, and the average expenditure is 30% more per transaction. Also 10% of their account holders ask for more information on cross-sale products.[[42]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Gillies-2002-42)\n\n[Amazon](https://en.wikipedia.org/wiki/Amazon.com \"Amazon.com\") has also seen successes through its [customer proposition](https://en.wikipedia.org/wiki/Customer_proposition \"Customer proposition\"). The firm implemented personal greetings, [collaborative filtering](https://en.wikipedia.org/wiki/Collaborative_filtering \"Collaborative filtering\"), and more for the customer. They also used CRM training for the employees to see up to 80% of customers repeat.[[42]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Gillies-2002-42)\n\n## Customer profile\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=12 \"Edit section: Customer profile\")]\n\nFurther information: [Consumer behaviour](https://en.wikipedia.org/wiki/Consumer_behaviour \"Consumer behaviour\"), [Biology and consumer behaviour](https://en.wikipedia.org/wiki/Biology_and_consumer_behaviour \"Biology and consumer behaviour\"), and [Buying decision](https://en.wikipedia.org/wiki/Buying_decision \"Buying decision\")\n\nA customer profile is a detailed description of any particular classification of customer which is created to represent the typical users of a product or service. Customer profiling is a method to understand your customers in terms of demographics, behaviour and lifestyle. It is used to help make customer-focused decisions without confusing the scope of the project with personal opinion. Overall profiling is gathering information that sums up [consumption](https://en.wikipedia.org/wiki/Consumption_(economics) \"Consumption (economics)\") habits so far and [projects them into the future](https://en.wikipedia.org/wiki/Extrapolation \"Extrapolation\") so that they can be grouped for marketing and [advertising](https://en.wikipedia.org/wiki/Advertising \"Advertising\") purposes.[[43]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-43) Customer or consumer profiles are the essences of the [data](https://en.wikipedia.org/wiki/Customer_data \"Customer data\") that is collected alongside core data (name, address, company) and processed through [customer analytics](https://en.wikipedia.org/wiki/Customer_analytics \"Customer analytics\") methods, essentially a type of [profiling](https://en.wikipedia.org/wiki/Profiling_(information_science) \"Profiling (information science)\"). The three basic methods of customer profiling are the psychographic approach, the consumer typology approach, and the consumer characteristics approach. These customer profiling methods help you design your business around who your customers are and help you make better customer-centered decisions.\n\n## Improving CRM\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=13 \"Edit section: Improving CRM\")]\n\nConsultants hold that it is important for companies to establish strong CRM systems to improve their relational intelligence.[[44]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-44) According to this argument, a company must recognize that people have many different types of relationships with different brands. One research study analyzed relationships between consumers in China, Germany, Spain, and the United States, with over 200 brands in 11 industries including airlines, cars, and media. This information is valuable as it provides demographic, behavioral, and value-based customer segmentation. These types of relationships can be both positive and negative. Some customers view themselves as friends of the brands, while others as enemies, and some are mixed with a love-hate relationship with the brand. Some relationships are distant, intimate, or anything in between.[[30]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Avery-2014a-30)\n\n### Data analysis\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=14 \"Edit section: Data analysis\")]\n\nManagers must understand the different reasons for the types of relationships, and provide the customer with what they are looking for. Companies can [collect](https://en.wikipedia.org/wiki/Data_collection \"Data collection\") this information by using [surveys](https://en.wikipedia.org/wiki/Survey_(human_research) \"Survey (human research)\"), interviews, and more, with current customers. Companies must also improve the relational intelligence of their CRM systems. Companies store and receive huge amounts of data through [emails](https://en.wikipedia.org/wiki/Email \"Email\"), [online chat](https://en.wikipedia.org/wiki/Online_chat \"Online chat\") sessions, phone calls, and more.[[45]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-45) Many companies do not properly make use of this great amount of data, however. All of these are signs of what types of relationships the customer wants with the firm, and therefore companies may consider investing more time and effort in building out their relational intelligence.[[29]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Brown-2015-29) Companies can use [data mining](https://en.wikipedia.org/wiki/Data_mining \"Data mining\") technologies and [web searches](https://en.wikipedia.org/wiki/Web_search \"Web search\") to understand relational signals. [Social media](https://en.wikipedia.org/wiki/Social_media \"Social media\") such as social networking sites, [blogs](https://en.wikipedia.org/wiki/Blog \"Blog\"), and forums can also be used to collect and analyze information. Understanding the customer and capturing this data allows companies to convert customers' signals into information and knowledge that the firm can use to understand a potential customer's desired relations with a brand.[[46]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Avery-2014-46)\n\n### Employee training\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=15 \"Edit section: Employee training\")]\n\nMany firms have also implemented training programs to [teach employees](https://en.wikipedia.org/wiki/Employee_training \"Employee training\") how to recognize and create strong customer-brand relationships. Other employees have also been trained in [social psychology](https://en.wikipedia.org/wiki/Social_psychology \"Social psychology\") and the [social sciences](https://en.wikipedia.org/wiki/Social_science \"Social science\") to help bolster customer relationships. [Customer service](https://en.wikipedia.org/wiki/Customer_service \"Customer service\") representatives must be trained to value customer relationships and trained to understand existing customer profiles. Even the finance and legal departments should understand how to manage and build relationships with customers.[[47]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-47)\n\n## In practice\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=16 \"Edit section: In practice\")]\n\n### Call centers\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=17 \"Edit section: Call centers\")]\n\n[Contact centre](https://en.wikipedia.org/wiki/Call_centre \"Call centre\") CRM providers are popular for small and mid-market businesses. These systems codify the interactions between the company and customers by using analytics and [key performance indicators](https://en.wikipedia.org/wiki/Key_performance_indicator \"Key performance indicator\") to give the users information on where to focus their marketing and customer service. This allows agents to have access to a caller's history to provide personalized customer communication. The intention is to maximize [average revenue per user](https://en.wikipedia.org/wiki/Average_revenue_per_user \"Average revenue per user\"), decrease [churn rate](https://en.wikipedia.org/wiki/Churn_rate \"Churn rate\") and decrease idle and unproductive contact with the customers.[[48]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-sap1-48)[[49]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-49)[[50]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-50)\n\nGrowing in popularity is the idea of gamifying, or using game design elements and principles in a non-game environment, such as customer service settings. The gamification of customer service environments includes providing elements found in games, like rewards and bonus points, to customer service representatives as a method of feedback for a job well done.[[51]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-51)[Gamification](https://en.wikipedia.org/wiki/Gamification \"Gamification\") tools can motivate agents by tapping into their desire for rewards, recognition, achievements, and competition.[[52]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-52)\n\n### Contact-center automation\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=18 \"Edit section: Contact-center automation\")]\n\nContact-center [automation](https://en.wikipedia.org/wiki/Automation \"Automation\"), CCA, the practice of having an integrated system that coordinates contacts between an organization and the public, is designed to reduce the repetitive and tedious parts of a contact center agent's job. Automation prevents this by having pre-recorded audio messages that help customers solve their problems. For example, an automated contact center may be able to re-route a customer through a series of commands asking him or her to select a certain number to speak with a particular contact center agent who specializes in the field in which the customer has a question.[[53]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-53) Software tools can also integrate with the agent's desktop tools to handle customer questions and requests. This also saves time on behalf of the employees.[[24]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-SearchCRM-2015-24)\n\n### Social media\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=19 \"Edit section: Social media\")]\n\n[Social CRM](https://en.wikipedia.org/wiki/Social_CRM \"Social CRM\") involves the use of social media and technology to engage and learn from consumers.[[54]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-54) Because the public, especially young people, are increasingly using social networking sites, companies use[[30]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Avery-2014a-30) these sites to draw attention to their products, services and brands, with the aim of building up customer relationships to increase demand. With the increase in the use of social media platforms, integrating CRM with the help of social media can potentially be a quicker and more cost-friendly process.[[55]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-55)\n\nSome CRM systems integrate social media sites like Twitter, LinkedIn, and Facebook to track and communicate with customers. These customers also share their own opinions and experiences with a company's products and services, giving these firms more insight. Therefore, these firms can both share their own views and track the opinions of their customers.[[26]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Tavana-2013-26)\n\nEnterprise feedback management software platforms combine internal survey data with trends identified through social media to allow businesses to make more accurate decisions on which products to supply.[[56]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-56)\n\n### Location-based services\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=20 \"Edit section: Location-based services\")]\n\nCRM systems can also include technologies that create geographic marketing campaigns. The systems take in information based on a customer's physical location and sometimes integrates it with popular [location-based](https://en.wikipedia.org/wiki/Location-based_services \"Location-based services\") GPS applications. It can be used for networking or contact management as well to help increase sales based on location.[[24]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-SearchCRM-2015-24)\n\n### Business-to-business transactions\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=21 \"Edit section: Business-to-business transactions\")]\n\nDespite the general notion that CRM systems were created for customer-centric businesses, they can also be applied to B2B environments to streamline and improve customer management conditions. For the best level of CRM operation in a B2B environment, the software must be personalized and delivered at individual levels.[[57]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Henderson-57)\n\nThe main differences between business-to-consumer (B2C) and [business-to-business](https://en.wikipedia.org/wiki/Business-to-business \"Business-to-business\") CRM systems concern aspects like sizing of contact databases and length of relationships.[[58]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-58)\n\n## Market trends\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=22 \"Edit section: Market trends\")]\n\n### Social networking\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=23 \"Edit section: Social networking\")]\n\nIn the Gartner CRM Summit 2010 challenges like \"system tries to capture data from social networking traffic like Twitter, handles Facebook page addresses or other online social networking sites\" were discussed and solutions were provided that would help in bringing more clientele.[[59]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-59)\n\nThe era of the \"social customer\" refers to the use of social media by customers.[[60]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-60)\n\n### Mobile\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=24 \"Edit section: Mobile\")]\n\nSome CRM systems are equipped with mobile capabilities, making information accessible to remote sales staff.[[61]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-61)[[62]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-62)[[63]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-63)\n\n### Cloud computing and SaaS\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=25 \"Edit section: Cloud computing and SaaS\")]\n\nMany CRM vendors offer subscription-based web tools ([cloud computing](https://en.wikipedia.org/wiki/Cloud_computing \"Cloud computing\")) and [SaaS](https://en.wikipedia.org/wiki/Software_as_a_service \"Software as a service\"). [Salesforce.com](https://en.wikipedia.org/wiki/Salesforce.com \"Salesforce.com\") was the first company to provide enterprise applications through a web browser, and has maintained its leadership position.[[64]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-64) Over the years, the number of SaaS providers has grown with CRM being the leading category for 2024.[[65]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-65)\n\nTraditional providers moved into the cloud-based market via acquisitions of smaller providers: [Oracle](https://en.wikipedia.org/wiki/Oracle_Corporation \"Oracle Corporation\") purchased [RightNow](https://en.wikipedia.org/wiki/RightNow \"RightNow\") in October 2011,[[66]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-66) and [Taleo](https://en.wikipedia.org/wiki/Taleo \"Taleo\")[[67]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-67) and Eloqua[[68]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-68) in 2012; [SAP](https://en.wikipedia.org/wiki/SAP_AG \"SAP AG\") acquired [SuccessFactors](https://en.wikipedia.org/wiki/SuccessFactors \"SuccessFactors\") in December 2011[[69]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-69) and [NetSuite](https://en.wikipedia.org/wiki/NetSuite \"NetSuite\") acquired Verenia in 2022.[[70]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-70)\n\n### Sales and sales force automation\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=26 \"Edit section: Sales and sales force automation\")]\n\nSales forces also play an important role in CRM, as maximizing [sales effectiveness](https://en.wikipedia.org/wiki/Sales_Effectiveness \"Sales Effectiveness\") and increasing sales [productivity](https://en.wikipedia.org/wiki/Productivity \"Productivity\") is a driving force behind the adoption of CRM software. Some of the top CRM trends identified in 2021 include focusing on customer service automation such as chatbots, hyper-personalization based on customer data and insights, and the use of unified CRM systems.[[71]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-71)[[72]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-72) CRM vendors support sales productivity with different products, such as tools that measure the effectiveness of ads that appear in 3D video games.[[73]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-73)\n\nPharmaceutical companies were some of the first investors in sales force automation (SFA) and some are on their third- or fourth-generation implementations. However, until recently, the deployments did not extend beyond SFA—limiting their scope and interest to Gartner analysts.[[74]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-74)\n\n### Vendor relationship management\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=27 \"Edit section: Vendor relationship management\")]\n\nAnother related development is [vendor relationship management](https://en.wikipedia.org/wiki/Vendor_relationship_management \"Vendor relationship management\") (VRM), which provide tools and services that allow customers to manage their individual relationship with vendors. VRM development has grown out of efforts by ProjectVRM at Harvard's [Berkman Center for Internet & Society](https://en.wikipedia.org/wiki/Berkman_Center_for_Internet_&_Society \"Berkman Center for Internet & Society\") and Identity Commons' Internet Identity Workshops, as well as by a growing number of startups and established companies. VRM was the subject of a cover story in the May 2010 issue of _CRM_ Magazine.[[75]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-75)\n\n### Customer success\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=28 \"Edit section: Customer success\")]\n\nAnother trend worth noting is the rise of [Customer Success](https://en.wikipedia.org/wiki/Customer_Success \"Customer Success\") as a discipline within companies. More and more companies establish Customer Success teams as separate from the traditional Sales team and task them with managing existing customer relations. This trend fuels demand for additional capabilities for a more holistic understanding of customer health, which is a limitation for many existing vendors in the space.[[76]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-76) As a result, a growing number of new entrants enter the market while existing vendors add capabilities in this area to their suites.\n\n### AI and predictive analytics\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=29 \"Edit section: AI and predictive analytics\")]\n\nIn 2017, [artificial intelligence](https://en.wikipedia.org/wiki/Artificial_intelligence \"Artificial intelligence\") and [predictive analytics](https://en.wikipedia.org/wiki/Predictive_analytics \"Predictive analytics\") were identified as the newest trends in CRM.[[77]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-77)\n\n## Criticism\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=30 \"Edit section: Criticism\")]\n\nSee also: [Anonymization](https://en.wikipedia.org/wiki/Anonymization \"Anonymization\") and [Customer rights](https://en.wikipedia.org/wiki/Customer_rights \"Customer rights\")\n\nCompanies face large challenges when trying to implement CRM systems. Consumer companies frequently manage their customer relationships haphazardly and unprofitably.[[78]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-78) They may not effectively or adequately use their connections with their customers, due to misunderstandings or misinterpretations of a CRM system's analysis. Clients may be treated like an exchange party, rather than a unique individual, due to, occasionally, a lack of a bridge between the CRM data and the CRM analysis output. Many studies show that customers are frequently frustrated by a company's inability to meet their relationship expectations, and on the other side, companies do not always know how to translate the data they have gained from CRM software into a feasible action plan.[[30]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-Avery-2014a-30) In 2003, a [Gartner](https://en.wikipedia.org/wiki/Gartner \"Gartner\") report estimated that more than $2 billion had been spent on software that was not being used. According to CSO Insights, less than 40 percent of 1,275 participating companies had end-user adoption rates above 90 percent.[[79]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-79) Many corporations only use CRM systems on a partial or fragmented basis.[[80]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-80) In a 2007 survey from the UK, four-fifths of senior executives reported that their biggest challenge is getting their staff to use the systems they had installed. Forty-three percent of respondents said they use less than half the functionality of their existing systems.[[81]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-81) However, market research regarding consumers' preferences may increase the adoption of CRM among developing countries' consumers.[[82]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-82)\n\n[Collection](https://en.wikipedia.org/wiki/Data_collection \"Data collection\") of customer data such as [personally identifiable information](https://en.wikipedia.org/wiki/Personally_identifiable_information \"Personally identifiable information\") must strictly obey [customer privacy](https://en.wikipedia.org/wiki/Customer_privacy \"Customer privacy\")[laws](https://en.wikipedia.org/wiki/Privacy_law \"Privacy law\"), which often requires extra expenditures on legal support.\n\nPart of the paradox with CRM stems from the challenge of determining exactly what CRM is and what it can do for a company.[[83]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-83) The CRM paradox, also referred to as the \"dark side of CRM\",[[84]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-84) may entail favoritism and differential treatment of some customers. This can happen because a business prioritizes customers who are more profitable, more relationship-orientated or tend to have increased loyalty to the company. Although focusing on such customers by itself is not a bad thing, it can leave other customers feeling left out and alienated, potentially decreasing profits.[[85]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-85)\n\nCRM technologies can easily become ineffective if there is no proper management, and they are not implemented correctly. The data sets must also be connected, distributed, and organized properly so that the users can access the information that they need quickly and easily. Research studies also show that customers are increasingly becoming dissatisfied with contact center experiences due to lags and wait times. They also request and demand multiple channels of communication with a company, and these channels must transfer information seamlessly. Therefore, it is increasingly important for companies to deliver a cross-channel customer experience that can be both consistent as well as reliable.[[24]](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_note-SearchCRM-2015-24)\n\n## See also\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=31 \"Edit section: See also\")]\n\n*   [![Image 6: icon](https://thumb.wikimedia.org/wikipedia/commons/thumb/f/f3/Emblem-money.svg/40px-Emblem-money.svg.png?utm_source=en.wikipedia.org&utm_campaign=parser&utm_content=thumbnail)](https://en.wikipedia.org/wiki/File:Emblem-money.svg)[Business portal](https://en.wikipedia.org/wiki/Portal:Business \"Portal:Business\")\n\n*   [Comparison of CRM systems](https://en.wikipedia.org/wiki/Comparison_of_CRM_systems \"Comparison of CRM systems\")\n*   [Corporate social responsibility](https://en.wikipedia.org/wiki/Corporate_social_responsibility \"Corporate social responsibility\")– Form of corporate self-regulation aimed at contributing to social or charitable goals\n*   [Customer value model](https://en.wikipedia.org/wiki/Customer_value_model \"Customer value model\")– Representation of the monetary worth of what a company could do for its customers\n*   [Farley file](https://en.wikipedia.org/wiki/Farley_file \"Farley file\")– Set of records kept by politicians\n*   [History of marketing](https://en.wikipedia.org/wiki/History_of_marketing \"History of marketing\")\n*   [Healthcare CRM](https://en.wikipedia.org/wiki/Healthcare_CRM \"Healthcare CRM\")\n*   [Intersubjectivity](https://en.wikipedia.org/wiki/Intersubjectivity \"Intersubjectivity\")– Concept in philosophy and psychology\n*   [Relationship marketing](https://en.wikipedia.org/wiki/Relationship_marketing \"Relationship marketing\")– Form of marketing focused on customer retention\n*   [Socially responsible marketing](https://en.wikipedia.org/wiki/Socially_responsible_marketing \"Socially responsible marketing\")– Marketing philosophy\n*   [Sustainable market orientation](https://en.wikipedia.org/wiki/Sustainable_market_orientation \"Sustainable market orientation\")\n*   [Vendor relationship management](https://en.wikipedia.org/wiki/Vendor_relationship_management \"Vendor relationship management\")\n\n## References\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=32 \"Edit section: References\")]\n\n1.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-1)Bardicchia, Marco (12 June 2020). _Digital CRM: Strategies and Emerging Trends: Building Customer Relationship in the Digital Era_ (4th ed.). Amazon Digital Services LLC - Kdp. pp.12–19. [ISBN](https://en.wikipedia.org/wiki/ISBN_(identifier) \"ISBN (identifier)\")[979-8645574802](https://en.wikipedia.org/wiki/Special:BookSources/979-8645574802 \"Special:BookSources/979-8645574802\").[_[self-published source?](https://en.wikipedia.org/wiki/Wikipedia:Verifiability#Self-published\\_sources \"Wikipedia:Verifiability\")_]\n2.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-2)Shaw, Robert (1991). [_Computer-Aided Marketing & Selling_](https://archive.org/details/computeraidedmar0000shaw). Butterworth Heinemann. [ISBN](https://en.wikipedia.org/wiki/ISBN_(identifier) \"ISBN (identifier)\")[978-0-7506-1707-9](https://en.wikipedia.org/wiki/Special:BookSources/978-0-7506-1707-9 \"Special:BookSources/978-0-7506-1707-9\").\n3.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-3)[\"Management Tools – Customer Relationship Management – Bain & Company\"](https://www.bain.com/insights/management-tools-customer-relationship-management). _www.bain.com_. Retrieved 23 November 2015.\n4.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-4)Hargrave, Marshall. [\"Customer Relationship Management – CRM goes beyond just software\"](https://www.investopedia.com/terms/c/customer_relation_management.asp). _Investopedia_. Retrieved 5 June 2021.\n5.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-5)[\"Customer Relationship Management [CRM] Market Size, 2032\"](https://www.fortunebusinessinsights.com/customer-relationship-management-crm-market-103418). _www.fortunebusinessinsights.com_. Retrieved 25 June 2024.\n6.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-6)[\"CRM History: The Evolution Of Better Customer Service\"](https://www.streetdirectory.com/travel_guide/124130/enterprise_information_systems/crm_history_the_evolution_of_better_customer_service.html). _www.streetdirectory.com_. Retrieved 24 May 2020.\n7.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-7)[\"Software survey: CRM systems in 2021\"](https://www.accountingtoday.com/news/software-survey-crm-systems-in-2021). _Accounting Today_. 27 May 2021. Retrieved 2 June 2021.\n8.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-8)Lade, Ishan; Sakhare, Vinod; Supe, Jayant; Wadgure, Arvind (2017). [\"A review on customer relationship management\"](https://www.researchgate.net/publication/378658263). _Journal of Emerging Technologies and Innovative Research_. **4** (12): 402–406.[_[predatory publication](https://en.wikipedia.org/wiki/Predatory\\_publishing \"Predatory publishing\")_]\n9.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-9)Helgeson, Lars (2021). _CRM For Dummies_. John Wiley & Sons. p.13. [ISBN](https://en.wikipedia.org/wiki/ISBN_(identifier) \"ISBN (identifier)\")[978-1119793318](https://en.wikipedia.org/wiki/Special:BookSources/978-1119793318 \"Special:BookSources/978-1119793318\"). In 1987, a company called Conductor Software launched a revolutionary piece of software called ACT! ... ACT! was the first widely commercially available contact management system.`{{cite book}}`: Check `|isbn=` value: checksum ([help](https://en.wikipedia.org/wiki/Help:CS1_errors#bad_isbn \"Help:CS1 errors\"))[_[verification needed](https://en.wikipedia.org/wiki/Wikipedia:Verifiability \"Wikipedia:Verifiability\")_]\n10.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-10)Vitek, Chris (10 January 2017). [\"How Context Sits at Intersection of CRM, ACD\"](http://www.nojitter.com/post/240172247/how-context-sits-at-intersection-of-crm-acd). _No Jitter_. Retrieved 8 June 2017.\n11.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Mukherjee-2017_11-0)Mukherjee, Sharmistha (2 February 2017). [\"How to build a global company from a small town: The Zoho story\"](https://techseen.com/2017/02/02/global-company-zoho-story/). _TECHSEEN_. Retrieved 17 May 2022.\n12.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-12)[\"SAP R/3 SD Wiki\"](https://web.archive.org/web/20210603095805/https://wiki.scn.sap.com/wiki/display/ERPLO/ERP+SD). Archived from [the original](https://wiki.scn.sap.com/wiki/display/ERPLO/ERP+SD) on 3 June 2021. Retrieved 7 January 2019.\n13.   [1](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-McMillan-2005_13-0)[2](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-McMillan-2005_13-1)[\"It's official: Oracle closes on PeopleSoft acquisition\"](https://www.computerworld.com/article/2568706/it-s-official--oracle-closes-on-peoplesoft-acquisition.html). _Computerworld_. 10 January 2005. Retrieved 18 August 2021.\n14.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-14)[\"Navision 3.0\"](https://web.archive.org/web/20210603095805/https://dynamicsuser.net/nav/w/history/131/navision-solutions-3-00). Archived from [the original](https://dynamicsuser.net/nav/w/history/131/navision-solutions-3-00) on 3 June 2021. Retrieved 7 January 2019.\n15.   [1](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-COMP_15-0)[2](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-COMP_15-1)[3](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-COMP_15-2)[\"History of CRM Software\"](http://comparecamp.com/introduction-history-crm-software/). _comparecamp.com_. Retrieved 8 February 2017.\n16.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-16)Jha, Lakshman (2008). [_Customer Relationship Management: A Strategic Approach_](https://books.google.com/books?id=NbnZwhUjlF0C). Global India Publications. [ISBN](https://en.wikipedia.org/wiki/ISBN_(identifier) \"ISBN (identifier)\")[9788190721127](https://en.wikipedia.org/wiki/Special:BookSources/9788190721127 \"Special:BookSources/9788190721127\"). Retrieved 8 June 2017.\n17.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-17)[\"Gartner Announces Customer Relationship Management Summit 2009\"](https://web.archive.org/web/20140122085755/http://www.gartner.com/newsroom/id/1114712). _[Gartner](https://en.wikipedia.org/wiki/Gartner \"Gartner\")_ (Press release). 5 August 2009. Archived from [the original](http://www.gartner.com/newsroom/id/1114712) on 22 January 2014. Retrieved 8 February 2017.\n18.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-18)[\"Industry Specific/Vertical Market CRM Solutions\"](http://www.smallbizcrm.com/vertical-market-crm/). _smallbizcrm.com_. Retrieved 8 February 2017.\n19.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-forrester-crm_19-0)[The Forrester Wave: CRM Suites For Enterprise Organizations, Q4 2016](https://www.forrester.com/report/The+Forrester+Wave+CRM+Suites+For+Enterprise+Organizations+Q4+2016/-/E-RES129311) (Report). [Forrester](https://en.wikipedia.org/wiki/Forrester_Research \"Forrester Research\"). 21 November 2016. Retrieved 13 September 2017.\n20.   [1](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-FOOTNOTEButtle2004[[Category:Wikipedia_articles_needing_page_number_citations_from_October_2026]]%3Csup_class=%22noprint_Inline-Template_%22_style=%22white-space:nowrap;%22%3E[%3Ci%3E[[Wikipedia:Citing_sources|%3Cspan_title=%22This_citation_requires_a_reference_to_the_specific_page_or_range_of_pages_in_which_the_material_appears. (October_2026)%22%3Epage needed%3C/span%3E]]%3C/i%3E]%3C/sup%3E_20-0)[2](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-FOOTNOTEButtle2004[[Category:Wikipedia_articles_needing_page_number_citations_from_October_2026]]%3Csup_class=%22noprint_Inline-Template_%22_style=%22white-space:nowrap;%22%3E[%3Ci%3E[[Wikipedia:Citing_sources|%3Cspan_title=%22This_citation_requires_a_reference_to_the_specific_page_or_range_of_pages_in_which_the_material_appears. (October_2026)%22%3Epage needed%3C/span%3E]]%3C/i%3E]%3C/sup%3E_20-1)[Buttle 2004](https://en.wikipedia.org/wiki/Customer_relationship_management#CITEREFButtle2004), p.[_[page needed](https://en.wikipedia.org/wiki/Wikipedia:Citing\\_sources \"Wikipedia:Citing sources\")_].\n21.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-21)Feiz, Setareh; Ghotbabadi, Ali Ramezani; Khalifah, Zainab Bte (2016). \"Customer Lifetime Value in Organizations\". _Asian Journal of Research in Social Sciences and Humanities_. **6** (5). [doi](https://en.wikipedia.org/wiki/Doi_(identifier) \"Doi (identifier)\"):[10.5958/2249-7315.2016.00103.9](https://doi.org/10.5958%2F2249-7315.2016.00103.9).\n22.   [1](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-crmsoftware-2015_22-0)[2](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-crmsoftware-2015_22-1)[3](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-crmsoftware-2015_22-2)[4](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-crmsoftware-2015_22-3)[\"Types of CRM and Examples\"](http://www.crmsoftware.com/types-of-crm-and-examples/). _CRM Software_. Retrieved 22 November 2015.\n23.   [1](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-WhatIs-2015_23-0)[2](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-WhatIs-2015_23-1)[\"What is sales force automation (SFA)? - Definition from WhatIs.com\"](http://whatis.techtarget.com/definition/sales-force-automation-SFA). _WhatIs.com_. Retrieved 26 November 2015.\n24.   [1](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-SearchCRM-2015_24-0)[2](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-SearchCRM-2015_24-1)[3](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-SearchCRM-2015_24-2)[4](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-SearchCRM-2015_24-3)[\"What is customer relationship management (CRM)? - Definition from WhatIs.com\"](http://searchcrm.techtarget.com/definition/CRM). _SearchCRM_. Retrieved 22 November 2015.\n25.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-25)Josiah, Ahaiwe; Ikenna, Oluigbo (February 2015). [\"Role of Technology in Accounting and E-accounting\"](https://www.academia.edu/12111029). _International Journal of Computer Science and Mobile Computing_. **4** (2): 208–215. Retrieved 27 October 2018.[_[predatory publication](https://en.wikipedia.org/wiki/Predatory\\_publishing \"Predatory publishing\")_]\n26.   [1](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Tavana-2013_26-0)[2](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Tavana-2013_26-1)[3](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Tavana-2013_26-2)Tavana, Ali Feizbakhsh; Fili, Saeed.; Tohidy, Alireza; Vaghari, Reza; Kakouie, Saed (November 2013). \"Theoretical Models of Customer Relationship Management in Organizations\". _International Journal of Business and Behavioral Sciences_. **3** (11). [S2CID](https://en.wikipedia.org/wiki/S2CID_(identifier) \"S2CID (identifier)\")[167523749](https://api.semanticscholar.org/CorpusID:167523749).[_[predatory publication](https://en.wikipedia.org/wiki/Predatory\\_publishing \"Predatory publishing\")_]\n27.   [1](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-ZDnet_27-0)[2](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-ZDnet_27-1)Greenberg, Paul (13 February 2017). [\"How customer data platforms can benefit your business\"](https://www.zdnet.com/article/introduction-to-customer-data-platforms/). _ZDNet_.\n28.   [1](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Reinartz-2004_28-0)[2](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Reinartz-2004_28-1)Reinartz, Werner; Krafft, Manfred; Hoyer, Wayne D. (2004). \"The Customer Relationship Management Process: Its Measurement and Impact on Performance\". _Journal of Marketing Research_. **41** (3): 293–305. [doi](https://en.wikipedia.org/wiki/Doi_(identifier) \"Doi (identifier)\"):[10.1509/jmkr.41.3.293.35991](https://doi.org/10.1509%2Fjmkr.41.3.293.35991).\n29.   [1](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Brown-2015_29-0)[2](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Brown-2015_29-1)[\"What's Your Relational Intelligence?\"](http://www.strategy-business.com/article/15103?gko=5de4a). _strategy+business_. Retrieved 23 November 2015.\n30.   [1](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Avery-2014a_30-0)[2](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Avery-2014a_30-1)[3](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Avery-2014a_30-2)[4](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Avery-2014a_30-3)Avery, Jill; Fournier, Susan; Wittenbraker, John (July–August 2014). [\"Unlock the Mysteries of Your Customer Relationships\"](https://hbr.org/2014/07/unlock-the-mysteries-of-your-customer-relationships). _Harvard Business Review_. Retrieved 22 November 2015.\n31.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Zeng-2003_31-0)Zeng, Yun E.; Wen, H. Joseph; Yen, David C. (2003). \"Customer relationship management (CRM) in business-to-business (B2B) e-commerce\". _Information Management & Computer Security_. **11**: 39–44. [doi](https://en.wikipedia.org/wiki/Doi_(identifier) \"Doi (identifier)\"):[10.1108/09685220310463722](https://doi.org/10.1108%2F09685220310463722).\n32.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-32)[\"Salesforce Free Plan Review 2026: Hands-On Analysis\"](https://tech.co/crm-software/salesforce-free-plan-review). _Tech.co_. 8 October 2025. Retrieved 11 June 2026.\n33.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-33)[\"Compare the top 20 CRM software options\"](https://www.techtarget.com/searchcustomerexperience/tip/Compare-the-top-20-CRM-software-options). _TechTarget_. Retrieved 19 July 2026.\n34.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-34)Moore, Ben (25 March 2026). [\"The Best Small Business CRM Software We've Tested for 2026\"](https://www.pcmag.com/picks/the-best-small-business-crm-software). _PCMAG_. Retrieved 14 May 2026.\n35.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-35)Solokhine, Serguei; Ballard, Barclay (28 October 2021). [\"Freshworks review\"](https://www.techradar.com/reviews/freshworks-review). _TechRadar_. Retrieved 14 May 2026.\n36.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-36)Bolton, Ruth N. (1998). \"A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction\". _Marketing Science_. **17** (1): 45–65. [doi](https://en.wikipedia.org/wiki/Doi_(identifier) \"Doi (identifier)\"):[10.1287/mksc.17.1.45](https://doi.org/10.1287%2Fmksc.17.1.45).\n37.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-37)Fornell, Claes (January 1992). \"A National Customer Satisfaction Barometer: The Swedish Experience\". _Journal of Marketing_. **56**: 6–22. [doi](https://en.wikipedia.org/wiki/Doi_(identifier) \"Doi (identifier)\"):[10.1177/002224299205600103](https://doi.org/10.1177%2F002224299205600103).\n38.   [1](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Mithas-2005_38-0)[2](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Mithas-2005_38-1)[3](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Mithas-2005_38-2)Mithas, Sunil; Krishnan, M.S.; Fornell, Claes (2005). \"Why do Customer Relationship Management Applications Affect Customer Satisfaction?\". _Journal of Marketing_. **69** (4): 201–209. [doi](https://en.wikipedia.org/wiki/Doi_(identifier) \"Doi (identifier)\"):[10.1509/jmkg.2005.69.4.201](https://doi.org/10.1509%2Fjmkg.2005.69.4.201).\n39.   [1](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Piccoli_Applegate_2003_39-0)[2](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Piccoli_Applegate_2003_39-1)Piccoli, Gabriele; Applegate, L. (2003). [Wyndham International: Fostering High-Touch with High-Tech](https://www.hbs.edu/faculty/Pages/item.aspx?num=29481) (Report). Harvard Business School.\n40.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-40)Leach, B. (2003). \"Success of CRM systems hinges on the establishment of measurable benefits\". _Pulp & Paper_. **77** (6): 48.\n41.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-41)Richards, A. Keith; Jones, E. (2008). \"Customer relationship management: Finding value drivers\". _Industrial Marketing Management_. **37** (2): 120–130. [doi](https://en.wikipedia.org/wiki/Doi_(identifier) \"Doi (identifier)\"):[10.1016/j.indmarman.2006.08.005](https://doi.org/10.1016%2Fj.indmarman.2006.08.005).\n42.   [1](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Gillies-2002_42-0)[2](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Gillies-2002_42-1)[3](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Gillies-2002_42-2)[\"The story behind successful CRM - Bain & Company\"](http://www.bain.com/publications/articles/the-story-behind-successful-crm.aspx). _www.bain.com_. June 2002. Retrieved 23 November 2015.\n43.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-43)DeVault, Gigi (28 March 2012). [\"Wondering How to Create the Ideal Consumer Profile? Learn the Basics\"](https://web.archive.org/web/20180815164400/https://www.thebalancesmb.com/consumer-profile-defining-the-ideal-customer-2296932). _The Balance Small Business_. Archived from [the original](https://www.thebalancesmb.com/consumer-profile-defining-the-ideal-customer-2296932) on 15 August 2018. Retrieved 15 August 2018.\n44.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-44)[\"A Dozen Simple Ways to Improve Customer Relations - Enterprise Apps Today\"](http://www.enterpriseappstoday.com/crm/ways-to-improve-customer-relations-1.html). _www.enterpriseappstoday.com_. 27 July 2011. Retrieved 23 November 2015.\n45.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-45)[\"A CRM success story\"](http://www.computerworld.com/article/2578532/crm/a-crm-success-story.html). _Computerworld_. 7 November 2002. Retrieved 23 November 2015.\n46.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Avery-2014_46-0)Avery, Jill. (2014). \"Unlock the Mysteries of Your Customer Relationships\", Harvard Business Review. August 2014. [https://hbr.org/2014/07/unlock-the-mysteries-of-your-customer-relationships](https://hbr.org/2014/07/unlock-the-mysteries-of-your-customer-relationships) Retrieved: 20 November 2015\n47.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-47)[\"9 Ways to Improve Your Company's CRM System\"](http://www.cio.com/article/2376209/enterprise-software/9-ways-to-improve-your-company-s-crm-system.html). _CIO_. Retrieved 23 November 2015.\n48.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-sap1_48-0)[\"Still Struggling to Reduce Call Center Costs Without Losing Customers?\"](https://web.archive.org/web/20120116092748/http://www.sdn.sap.com/irj/scn/go/portal/prtroot/docs/library/uuid/e044e180-8375-2a10-a2b2-b5709ea68ccb). _SAP Insider_. 15 November 2007. Archived from [the original](http://www.sdn.sap.com/irj/scn/go/portal/prtroot/docs/library/uuid/e044e180-8375-2a10-a2b2-b5709ea68ccb) on 16 January 2012.\n49.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-49)Genesys. [\"What Is Contact Center CRM?\"](http://www.genesys.com/definitions/what-is-contact-center-crm).\n50.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-50)[\"The contact center and CRM collision leads to a new dominant species\"](https://web.archive.org/web/20170302235025/http://www.networkworld.com/article/3176118/software/the-contact-center-and-crm-collision-leads-to-a-new-dominant-species.html). _Network World_. 2 March 2017. Archived from [the original](http://www.networkworld.com/article/3176118/software/the-contact-center-and-crm-collision-leads-to-a-new-dominant-species.html) on 2 March 2017.\n51.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-51)[\"Gamification Comes to the Contact Center\"](http://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=93677). _CRM Magazine_. January 2014. Retrieved 26 November 2015.\n52.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-52)[\"CRM in Customer Service\"](https://web.archive.org/web/20150923214157/http://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=99909). _CRM Magazine_. Archived from [the original](http://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=99909) on 23 September 2015. Retrieved 22 November 2015.\n53.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-53)[\"Contact center automation takes flight\"](https://web.archive.org/web/20180821031646/https://searchcrm.techtarget.com/tip/Contact-center-automation-takes-flight). _SearchCRM_. Archived from [the original](http://searchcrm.techtarget.com/tip/Contact-center-automation-takes-flight) on 21 August 2018. Retrieved 26 November 2015.\n54.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-54)Dwivedi, Yogesh K.; Ismagilova, Elvira; Hughes, D. Laurie; Carlson, Jamie; Filieri, Raffaele; Jacobson, Jenna; Jain, Varsha; Karjaluoto, Heikki; Kefi, Hajer; Krishen, Anjala S.; Kumar, Vikram; Rahman, Mohammad M.; Raman, Ramakrishnan; Rauschnabel, Philipp A.; Rowley, Jennifer; Salo, Jari; Tran, Gina A.; Wang, Yichuan (2021). \"Setting the future of digital and social media marketing research: Perspectives and research propositions\". _International Journal of Information Management_. **59** 102168. [doi](https://en.wikipedia.org/wiki/Doi_(identifier) \"Doi (identifier)\"):[10.1016/j.ijinfomgt.2020.102168](https://doi.org/10.1016%2Fj.ijinfomgt.2020.102168).\n55.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-55)Roberts-Phelps, Graham (2001). _Customer Relationship Management: How to Turn a Good Business Into a Great One!_. Thorogood. p.140. [ISBN](https://en.wikipedia.org/wiki/ISBN_(identifier) \"ISBN (identifier)\")[978-1854181190](https://en.wikipedia.org/wiki/Special:BookSources/978-1854181190 \"Special:BookSources/978-1854181190\").\n56.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-56)Prasongsukarn, Kriengsin (2006). \"Customer relationship management from theory to practice: Implementation steps\". _Inspire Research Company_.\n57.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-Henderson_57-0)Henderson, Rebekah (2013). [\"How to build a B2B-friendly CRM\"](https://web.archive.org/web/20171228232740/http://b2binsights.com/how-to-build-a-b2b-friendly-crm/). _B2B Insights_. Archived from [the original](http://www.b2binsights.com/how-to-build-a-b2b-friendly-crm/) on 28 December 2017.\n58.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-58)[\"B2B Marketing: What Makes It Special? | B2B International\"](https://www.b2binternational.com/publications/b2b-marketing/). _B2B International_. Retrieved 22 November 2015.\n59.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-59)[CRM Trends in Insurance Industry](http://www.hcltech.com/sites/default/files/CRM_Trends_Insurance.pdf)[Archived](https://web.archive.org/web/20210717210736/https://www.hcltech.com/sites/default/files/CRM_Trends_Insurance.pdf) 17 July 2021 at the [Wayback Machine](https://en.wikipedia.org/wiki/Wayback_Machine \"Wayback Machine\")_CRM Trends in Insurance Industry_: April 2010\n60.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-60)Greenberg, Paul (2009). _CRM at the Speed of Light_ (4th ed.). McGraw Hill. p.7.\n61.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-61)[\"Closing More Deals With NoCRM.io's Improved Mobile App\"](https://crm.org/news/closing-more-deals-with-nocrmios-improved-mobile-app). _CRM.org_. 23 August 2018. Retrieved 29 June 2022.\n62.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-62)[\"Salesforce Platform\"](https://www.salesforce.com/eu/campaign/sem/platform/). _Salesforce.com_. Retrieved 29 June 2022.\n63.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-63)[\"What Is Mobile CRM? Definition, Features & Best Apps\"](https://crm.org/crmland/mobile-crm). _CRM.org_. 19 December 2018. Retrieved 29 June 2022.\n64.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-64)[Put Cloud CRM to Work](https://www.pcworld.com/article/193463/put_cloud_crm_to_work.html)[Archived](https://web.archive.org/web/20171018174552/https://www.pcworld.com/article/193463/put_cloud_crm_to_work.html) 18 October 2017 at the [Wayback Machine](https://en.wikipedia.org/wiki/Wayback_Machine \"Wayback Machine\")_PC World_: April 2010\n65.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-65)Wilhem, Alex; Miller, Ron (12 March 2024). [\"Enterprise SaaS investment makes a comeback — but not where you'd expect\"](https://techcrunch.com/2024/03/12/enterprise-saas-investment-comeback/). _TechCrunch_. Retrieved 9 July 2025.\n66.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-66)[Oracle Buys Cloud-based Customer Service Company RightNow For $1.5 Billion](https://techcrunch.com/2011/10/24/oracle-buys-cloud-based-customer-service-company-rightnow-for-1-5-billion/)_Techcrunch_: 24 October 2011\n67.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-67)[\"News Analysis: The Implications Of Oracle's Acquisition Of Taleo\"](https://enterpriseirregulars.com/45817/news-analysis-the-implications-of-oracles-acquisition-of-taleo/). _Enterprise Irregulars_. 9 February 2012. Retrieved 4 August 2021.\n68.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-68)[\"Oracle to Buy Eloqua in $810 Million Deal\"](https://online.wsj.com/article/SB10001424127887323777204578191171409150846.html). _[The Wall Street Journal](https://en.wikipedia.org/wiki/The\\_Wall\\_Street\\_Journal \"The Wall Street Journal\")_. 20 December 2012. Retrieved 4 August 2021.\n69.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-69)[SAP Challenges Oracle With $3.4 Billion SuccessFactors Purchase](https://web.archive.org/web/20120106051646/http://www.businessweek.com/news/2011-12-07/sap-challenges-oracle-with-3-4-billion-successfactors-purchase.html)_Bloomberg Businessweek_: 7 December 2011\n70.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-70)[\"NetSuite acquires most of Verenia, the CPQ and CRM vendor\"](https://www.enterprisetimes.co.uk/2022/01/10/netsuite-acquires-most-of-verenia-the-cpq-and-crm-vendor/). _enterprise times_. 10 January 2022.\n71.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-71)[\"CRM Trends 2021: How the Pandemic Altered Customer Behavior Forever\"](https://www.informationweek.com/software/enterprise-applications/crm-trends-2021-how-the-pandemic-altered-customer-behavior-forever/d/d-id/1340192). _www.informationweek.com_. 18 February 2021. Retrieved 4 August 2021.\n72.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-72)Forrester. [\"Three Key CRM Trends In 2021 That Will Allow You To Better Engage Your Customers\"](https://www.forbes.com/sites/forrester/2021/04/09/three-key-crm-trends-in-2021-that-will-allow-youtobetter-engage-your-customers/). _Forbes_. Retrieved 4 August 2021.\n73.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-73)Gagliordi, Natalie (12 May 2021). [\"Oracle announces in-game ad measurement technology in new CX portfolio update\"](https://www.zdnet.com/article/oracle-announces-in-game-ad-measurement-technology-in-new-cx-portfolio-update/). _ZDNet_. Retrieved 18 August 2021.\n74.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-74)[\"Gartner's Top 54 CRM Case Studies, Sorted by Industry, for 2005\"](https://www.gartner.com/doc/481170/gartners-top--crm-case). Retrieved 20 May 2005.\n75.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-75)[Destinationcrm.com](http://www.destinationcrm.com/Issue/1776-May-2010.htm)_CRM Magazine_: May 2010\n76.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-76)Nirpaz G., Pizarro F., Farm Don't Hunt: The Definitive Guide to Customer Success, March 2016, p. 101\n77.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-77)[\"7 Top CRM Trends for 2017: A Look Ahead\"](http://www.cmswire.com/customer-experience/7-top-crm-trends-for-2017-a-look-ahead/). _CMS Wire_.\n78.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-78)[\"CRM and ERP: What's The Difference?\"](http://www.crmswitch.com/crm-value/understanding-crm-erp/). _CRM Switch_. 8 August 2013. Retrieved 26 November 2015.\n79.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-79)[\"Demystifying CRM Adoption Rates\"](http://www.destinationcrm.com/Articles/Columns-Departments/Reality-Check/Demystifying-CRM-Adoption-Rates-42496.aspx). _CRM Magazine_. 1 July 2006. Retrieved 22 November 2015.\n80.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-80)It's all about the Customer, Stupid – The Importance of Customer-Centric Partners.[_[full citation needed](https://en.wikipedia.org/wiki/Wikipedia:Citing\\_sources#What\\_information\\_to\\_include \"Wikipedia:Citing sources\")_]\n81.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-81)Dickie, Jim (1 July 2006). [\"Demystifying CRM Adoption Rates\"](https://www.destinationcrm.com/Articles/Columns-Departments/Reality-Check/Demystifying-CRM-Adoption-Rates-42496.aspx). _Destination CRM_. Retrieved 18 October 2024.\n82.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-82)Joachim, David (11 March 2002). \"CRM tools improve access, usability\". _B to B_. Vol.87, no.3.\n83.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-83)Law, Monica; Lau, Theresa; Wong, Y.H. (2003). \"From customer relationship management to customer-managed relationship: unraveling the paradox with a co-creative perspective\". _Marketing Intelligence & Planning_. **21** (1): 51–60. [doi](https://en.wikipedia.org/wiki/Doi_(identifier) \"Doi (identifier)\"):[10.1108/02634500310458153](https://doi.org/10.1108%2F02634500310458153). [hdl](https://en.wikipedia.org/wiki/Hdl_(identifier) \"Hdl (identifier)\"):[10397/60525](https://hdl.handle.net/10397%2F60525).\n84.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-84)Nguyen, Bang; Simkin, Lyndon (2013). \"The dark side of CRM: Advantaged and disadvantaged customers\". _Journal of Consumer Marketing_. **30** (1): 17–30. [doi](https://en.wikipedia.org/wiki/Doi_(identifier) \"Doi (identifier)\"):[10.1108/07363761311290812](https://doi.org/10.1108%2F07363761311290812).\n85.   [↑](https://en.wikipedia.org/wiki/Customer_relationship_management#cite_ref-85)Nguyen, B.; Lee-Wingate, S. N.; Simkin, L. (2014). [\"The customer relationship management paradox: Five steps to create a fairer organisation\"](https://pure.coventry.ac.uk/ws/files/22425011/Binder1.pdf)(PDF). _Social Business_. **4** (3): 207–230. [doi](https://en.wikipedia.org/wiki/Doi_(identifier) \"Doi (identifier)\"):[10.1362/204440814X14103454934177](https://doi.org/10.1362%2F204440814X14103454934177).\n\n## Sources\n\n[[edit](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&action=edit&section=33 \"Edit section: Sources\")]\n\n*   Buttle, Francis (2004). _Customer Relationship Management_. [doi](https://en.wikipedia.org/wiki/Doi_(identifier) \"Doi (identifier)\"):[10.4324/9780080472430](https://doi.org/10.4324%2F9780080472430). [ISBN](https://en.wikipedia.org/wiki/ISBN_(identifier) \"ISBN (identifier)\")[978-0-08-047243-0](https://en.wikipedia.org/wiki/Special:BookSources/978-0-08-047243-0 \"Special:BookSources/978-0-08-047243-0\").\n\n| * [v](https://en.wikipedia.org/wiki/Template:Management \"Template:Management\") * [t](https://en.wikipedia.org/wiki/Template_talk:Management \"Template talk:Management\") * [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Management \"Special:EditPage/Template:Management\") [Management](https://en.wikipedia.org/wiki/Management \"Management\") |\n| --- |\n| * [Outline of management](https://en.wikipedia.org/wiki/Outline_of_management \"Outline of management\") * [Index of management articles](https://en.wikipedia.org/wiki/Index_of_management_articles \"Index of management articles\") |\n| By type of organization | * [Academic](https://en.wikipedia.org/wiki/Academic_administration \"Academic administration\") * [Educational](https://en.wikipedia.org/wiki/Educational_management \"Educational management\") * Association * [Business](https://en.wikipedia.org/wiki/Business_administration \"Business administration\") * [Restaurant](https://en.wikipedia.org/wiki/Restaurant_management \"Restaurant management\") * [Court](https://en.wikipedia.org/wiki/Court_management \"Court management\") * [Healthcare](https://en.wikipedia.org/wiki/Health_administration \"Health administration\") * [Intelligence](https://en.wikipedia.org/wiki/Intelligence_cycle_management \"Intelligence cycle management\") * [Military](https://en.wikipedia.org/wiki/Military_administration \"Military administration\") * [Public](https://en.wikipedia.org/wiki/Public_administration \"Public administration\") * [Reputation](https://en.wikipedia.org/wiki/Reputation_management \"Reputation management\") |\n| By focus, within an organization | | On scope | | [Strategic](https://en.wikipedia.org/wiki/Strategic_management \"Strategic management\") (top-level) | * [Capability](https://en.wikipedia.org/wiki/Capability_management \"Capability management\") * [Capital](https://en.wikipedia.org/wiki/Capital_management \"Capital management\") * [Change](https://en.wikipedia.org/wiki/Change_management \"Change management\") * [Communication](https://en.wikipedia.org/wiki/Communications_management \"Communications management\") * [Financial](https://en.wikipedia.org/wiki/Financial_management \"Financial management\") * [Innovation](https://en.wikipedia.org/wiki/Innovation_management \"Innovation management\") * [Legal](https://en.wikipedia.org/wiki/Enterprise_legal_management \"Enterprise legal management\") * [Performance](https://en.wikipedia.org/wiki/Performance_management \"Performance management\") * [Risk](https://en.wikipedia.org/wiki/Risk_management \"Risk management\") * [Systems](https://en.wikipedia.org/wiki/Systems_management \"Systems management\") | | --- | | On component | * [Facility](https://en.wikipedia.org/wiki/Facility_management \"Facility management\") * [Product](https://en.wikipedia.org/wiki/Product_management \"Product management\") * [Product lifecycle](https://en.wikipedia.org/wiki/Product_lifecycle \"Product lifecycle\") * [Brand](https://en.wikipedia.org/wiki/Brand_management \"Brand management\") * [Project](https://en.wikipedia.org/wiki/Project_management \"Project management\") * [Construction](https://en.wikipedia.org/wiki/Construction_management \"Construction management\") * [Program](https://en.wikipedia.org/wiki/Program_management \"Program management\") | | | --- | | On activity or department managed | | [Line](https://en.wikipedia.org/wiki/Line_management \"Line management\") | * [Marketing](https://en.wikipedia.org/wiki/Marketing_management \"Marketing management\") * [Operations](https://en.wikipedia.org/wiki/Operations_management \"Operations management\")/[production](https://en.wikipedia.org/wiki/Manufacturing_process_management \"Manufacturing process management\") * [Process](https://en.wikipedia.org/wiki/Process_management_(computing) \"Process management (computing)\") * [Quality](https://en.wikipedia.org/wiki/Quality_management \"Quality management\") * [Sales](https://en.wikipedia.org/wiki/Sales_management \"Sales management\") | | --- | | [Staff](https://en.wikipedia.org/wiki/Staff_management \"Staff management\") | * [Accounting](https://en.wikipedia.org/wiki/Accounting_management \"Accounting management\") * [Office](https://en.wikipedia.org/wiki/Office_management \"Office management\") * [Records](https://en.wikipedia.org/wiki/Records_management \"Records management\") | | | On aspect or relationship | * [Customer relationship](https://en.wikipedia.org/wiki/Customer_relationship_management) * [Engineering](https://en.wikipedia.org/wiki/Engineering_management \"Engineering management\") * [Logistics](https://en.wikipedia.org/wiki/Logistics \"Logistics\") * [Perception](https://en.wikipedia.org/wiki/Perception_management \"Perception management\") * [Supply chain](https://en.wikipedia.org/wiki/Supply_chain_management \"Supply chain management\") * [Talent](https://en.wikipedia.org/wiki/Talent_management \"Talent management\") | | On problem | * [Conflict](https://en.wikipedia.org/wiki/Conflict_management \"Conflict management\") * [Crisis](https://en.wikipedia.org/wiki/Crisis_management \"Crisis management\") * [Stress](https://en.wikipedia.org/wiki/Stress_management \"Stress management\") | | [On resource](https://en.wikipedia.org/wiki/Resource_management \"Resource management\") | * [Environmental resource](https://en.wikipedia.org/wiki/Environmental_resource_management \"Environmental resource management\") * [Field inventory](https://en.wikipedia.org/wiki/Field_inventory_management \"Field inventory management\") * [Human resources](https://en.wikipedia.org/wiki/Human_resource_management \"Human resource management\") * [Information](https://en.wikipedia.org/wiki/Information_management \"Information management\") * [Information technology](https://en.wikipedia.org/wiki/Information_technology_management \"Information technology management\") * [Knowledge](https://en.wikipedia.org/wiki/Knowledge_management \"Knowledge management\") * [Land](https://en.wikipedia.org/wiki/Land_management \"Land management\") * [Materials](https://en.wikipedia.org/wiki/Materials_management \"Materials management\") * [Skills](https://en.wikipedia.org/wiki/Skills_management \"Skills management\") * [Technology](https://en.wikipedia.org/wiki/Technology_management \"Technology management\") * [Time](https://en.wikipedia.org/wiki/Time_management \"Time management\") | |\n| Positions | * [Interim](https://en.wikipedia.org/wiki/Interim_management \"Interim management\") * [Middle](https://en.wikipedia.org/wiki/Middle_management \"Middle management\") * [Senior](https://en.wikipedia.org/wiki/Senior_management \"Senior management\") |\n| Methods, approaches | * [Adhocracy](https://en.wikipedia.org/wiki/Adhocracy \"Adhocracy\") * [Collaborative method](https://en.wikipedia.org/wiki/Collaborative_method \"Collaborative method\") * [Distributed](https://en.wikipedia.org/wiki/Distributed_management \"Distributed management\") * [Earned value management](https://en.wikipedia.org/wiki/Earned_value_management \"Earned value management\") * [Evidence-based management](https://en.wikipedia.org/wiki/Evidence-based_management \"Evidence-based management\") * [Full range leadership model](https://en.wikipedia.org/wiki/Full_range_leadership_model \"Full range leadership model\") * [Management by objectives](https://en.wikipedia.org/wiki/Management_by_objectives \"Management by objectives\") * [Management style](https://en.wikipedia.org/wiki/Management_style \"Management style\") * [Macromanagement](https://en.wikipedia.org/wiki/Macromanagement \"Macromanagement\") * [Micromanagement](https://en.wikipedia.org/wiki/Micromanagement \"Micromanagement\") * [Scientific management](https://en.wikipedia.org/wiki/Scientific_management \"Scientific management\") * [Social entrepreneurship](https://en.wikipedia.org/wiki/Social_entrepreneurship \"Social entrepreneurship\") * [Sustainable management](https://en.wikipedia.org/wiki/Sustainable_management \"Sustainable management\") * [Team building](https://en.wikipedia.org/wiki/Team_building \"Team building\") * [Virtual management](https://en.wikipedia.org/wiki/Virtual_management \"Virtual management\") |\n| Skills, activities | * [Decision-making](https://en.wikipedia.org/wiki/Decision-making \"Decision-making\") * [Forecasting](https://en.wikipedia.org/wiki/Forecasting \"Forecasting\") * [Leadership](https://en.wikipedia.org/wiki/Leadership \"Leadership\") |\n| Pioneers, scholars | * [Peter Drucker](https://en.wikipedia.org/wiki/Peter_Drucker \"Peter Drucker\") * [Eliyahu M. Goldratt](https://en.wikipedia.org/wiki/Eliyahu_M._Goldratt \"Eliyahu M. Goldratt\") * [Oliver E. Williamson](https://en.wikipedia.org/wiki/Oliver_E._Williamson \"Oliver E. Williamson\") |\n| Education | * [Business school](https://en.wikipedia.org/wiki/Business_school \"Business school\") * [Certified Business Manager](https://en.wikipedia.org/wiki/Certified_Business_Manager \"Certified Business Manager\") * [Chartered Management Institute](https://en.wikipedia.org/wiki/Chartered_Management_Institute \"Chartered Management Institute\") * [Critical management studies](https://en.wikipedia.org/wiki/Critical_management_studies \"Critical management studies\") |\n| Degrees | * [Bachelor of Business Administration](https://en.wikipedia.org/wiki/Bachelor_of_Business_Administration \"Bachelor of Business Administration\") * [Bachelor of Management](https://en.wikipedia.org/wiki/Bachelor_of_Management \"Bachelor of Management\") * [Master of Business Administration](https://en.wikipedia.org/wiki/Master_of_Business_Administration \"Master of Business Administration\") * [Master of Management](https://en.wikipedia.org/wiki/Master_of_Management \"Master of Management\") * [Doctor of Business Administration](https://en.wikipedia.org/wiki/Doctor_of_Business_Administration \"Doctor of Business Administration\") * [PhD in management](https://en.wikipedia.org/wiki/PhD_in_management \"PhD in management\") |\n| Other | * [Administration](https://en.wikipedia.org/wiki/Business_administration \"Business administration\") * [Collaboration](https://en.wikipedia.org/wiki/Collaboration \"Collaboration\") * [Corporate governance](https://en.wikipedia.org/wiki/Corporate_governance \"Corporate governance\") * [Executive compensation](https://en.wikipedia.org/wiki/Executive_compensation \"Executive compensation\") * [Management consulting](https://en.wikipedia.org/wiki/Management_consulting \"Management consulting\") * [Management control](https://en.wikipedia.org/wiki/Control_(management) \"Control (management)\") * [Management cybernetics](https://en.wikipedia.org/wiki/Management_cybernetics \"Management cybernetics\") * [Management development](https://en.wikipedia.org/wiki/Management_development \"Management development\") * [Management fad](https://en.wikipedia.org/wiki/Management_fad \"Management fad\") * [Management system](https://en.wikipedia.org/wiki/Management_system \"Management system\") * [Managerial economics](https://en.wikipedia.org/wiki/Managerial_economics \"Managerial economics\") * [Managerial psychology](https://en.wikipedia.org/wiki/Managerial_psychology \"Managerial psychology\") * [Managerialism](https://en.wikipedia.org/wiki/Managerialism \"Managerialism\") * [Organization development](https://en.wikipedia.org/wiki/Organization_development \"Organization development\") * [Organizational behavior management](https://en.wikipedia.org/wiki/Organizational_behavior_management \"Organizational behavior management\") * [Pointy-haired Boss](https://en.wikipedia.org/wiki/Pointy-haired_Boss \"Pointy-haired Boss\") |\n| [![Image 7](https://thumb.wikimedia.org/wikipedia/en/thumb/e/e2/Symbol_portal_class.svg/20px-Symbol_portal_class.svg.png?utm_source=en.wikipedia.org&utm_campaign=parser&utm_content=thumbnail)](https://en.wikipedia.org/wiki/File:Symbol_portal_class.svg \"Portal\")**[Systems science portal](https://en.wikipedia.org/wiki/Portal:Systems_science \"Portal:Systems science\")** |\n\n| * [v](https://en.wikipedia.org/wiki/Template:Marketing_navigation_bar \"Template:Marketing navigation bar\") * [t](https://en.wikipedia.org/wiki/Template_talk:Marketing_navigation_bar \"Template talk:Marketing navigation bar\") * [e](https://en.wikipedia.org/wiki/Special:EditPage/Template:Marketing_navigation_bar \"Special:EditPage/Template:Marketing navigation bar\") [Marketing](https://en.wikipedia.org/wiki/Marketing \"Marketing\") |\n| --- |\n| General | * [Marketing](https://en.wikipedia.org/wiki/Marketing \"Marketing\") * [History](https://en.wikipedia.org/wiki/History_of_marketing \"History of marketing\") * [American business](https://en.wikipedia.org/wiki/American_business_history \"American business history\") * [List of marketing terms](https://en.wikipedia.org/wiki/List_of_marketing_terms \"List of marketing terms\") * [Digital](https://en.wikipedia.org/wiki/Digital_marketing \"Digital marketing\") * [Direct](https://en.wikipedia.org/wiki/Direct_marketing \"Direct marketing\") * [Account-based](https://en.wikipedia.org/wiki/Account-based_marketing \"Account-based marketing\") * [Marketing management](https://en.wikipedia.org/wiki/Marketing_management \"Marketing management\") * [Marketing mix](https://en.wikipedia.org/wiki/Marketing_mix \"Marketing mix\") * [Marketing science](https://en.wikipedia.org/wiki/Marketing_science \"Marketing science\") * [Marketing strategy](https://en.wikipedia.org/wiki/Marketing_strategy \"Marketing strategy\") * [Micromarketing](https://en.wikipedia.org/wiki/Micromarketing \"Micromarketing\") * [Media manipulation](https://en.wikipedia.org/wiki/Media_manipulation \"Media manipulation\") * [Advertising](https://en.wikipedia.org/wiki/Advertising \"Advertising\") * [History of advertising](https://en.wikipedia.org/wiki/History_of_advertising \"History of advertising\") * [Online Advertising](https://en.wikipedia.org/wiki/Online_Advertising \"Online Advertising\") |\n| Types | * [Advertising management](https://en.wikipedia.org/wiki/Advertising_management \"Advertising management\") * [Affinity marketing](https://en.wikipedia.org/wiki/Affinity_marketing \"Affinity marketing\") * [Agile marketing](https://en.wikipedia.org/wiki/Agile_marketing \"Agile marketing\") * [B2B Marketing](https://en.wikipedia.org/wiki/B2B_Marketing \"B2B Marketing\") * [Brand awareness](https://en.wikipedia.org/wiki/Brand_awareness \"Brand awareness\") * [Brand management](https://en.wikipedia.org/wiki/Brand_management \"Brand management\") * [Consumer confusion](https://en.wikipedia.org/wiki/Consumer_confusion \"Consumer confusion\") * [Consumer behaviour](https://en.wikipedia.org/wiki/Consumer_behaviour \"Consumer behaviour\") * [Content marketing](https://en.wikipedia.org/wiki/Content_marketing \"Content marketing\") * [Customer relationship management](https://en.wikipedia.org/wiki/Customer_relationship_management) * [Database marketing](https://en.wikipedia.org/wiki/Database_marketing \"Database marketing\") * [Demand chain](https://en.wikipedia.org/wiki/Demand_chain \"Demand chain\") * [Email remarketing](https://en.wikipedia.org/wiki/Email_remarketing \"Email remarketing\") * [Family in advertising](https://en.wikipedia.org/wiki/Family_in_advertising \"Family in advertising\") * [Food marketing](https://en.wikipedia.org/wiki/Food_marketing \"Food marketing\") * [Guerrilla marketing](https://en.wikipedia.org/wiki/Guerrilla_marketing \"Guerrilla marketing\") * [Internet marketing](https://en.wikipedia.org/wiki/Internet_marketing \"Internet marketing\") * [Loyalty marketing](https://en.wikipedia.org/wiki/Loyalty_marketing \"Loyalty marketing\") * [Macromarketing](https://en.wikipedia.org/wiki/Macromarketing \"Macromarketing\") * [Meta marketing](https://en.wikipedia.org/wiki/Meta_marketing \"Meta marketing\") * [Mobile marketing](https://en.wikipedia.org/wiki/Mobile_marketing \"Mobile marketing\") * [Multicultural marketing](https://en.wikipedia.org/wiki/Multicultural_marketing \"Multicultural marketing\") * [Product management](https://en.wikipedia.org/wiki/Product_management \"Product management\") * [Product marketing](https://en.wikipedia.org/wiki/Product_marketing \"Product marketing\") * [Production orientation](https://en.wikipedia.org/wiki/Production_orientation \"Production orientation\") * [Public Sector Marketing](https://en.wikipedia.org/wiki/Public_Sector_Marketing \"Public Sector Marketing\") * [Real-time marketing](https://en.wikipedia.org/wiki/Real-time_marketing \"Real-time marketing\") * [Retail marketing](https://en.wikipedia.org/wiki/Retail_marketing \"Retail marketing\") * [Return on marketing investment](https://en.wikipedia.org/wiki/Return_on_marketing_investment \"Return on marketing investment\") (ROMI) * [Relationship marketing](https://en.wikipedia.org/wiki/Relationship_marketing \"Relationship marketing\") * [Search Engine Marketing](https://en.wikipedia.org/wiki/Search_Engine_Marketing \"Search Engine Marketing\") * [Services marketing](https://en.wikipedia.org/wiki/Services_marketing \"Services marketing\") * [Smarketing](https://en.wikipedia.org/wiki/Smarketing \"Smarketing\") * [Societal marketing](https://en.wikipedia.org/wiki/Societal_marketing \"Societal marketing\") * [Social media marketing](https://en.wikipedia.org/wiki/Social_media_marketing \"Social media marketing\") * [Sustainable market orientation](https://en.wikipedia.org/wiki/Sustainable_market_orientation \"Sustainable market orientation\") * [Visual marketing](https://en.wikipedia.org/wiki/Visual_marketing \"Visual marketing\") * [Viral Marketing](https://en.wikipedia.org/wiki/Viral_Marketing \"Viral Marketing\") * [Web marketing](https://en.wikipedia.org/wiki/Web_marketing \"Web marketing\") * [Word-of-mouth marketing](https://en.wikipedia.org/wiki/Word-of-mouth_marketing \"Word-of-mouth marketing\") |\n| Tools | * [Focus group](https://en.wikipedia.org/wiki/Focus_group \"Focus group\") |\n| Related | * [Mass psychology](https://en.wikipedia.org/wiki/Mass_psychology \"Mass psychology\") * [Marketing failure](https://en.wikipedia.org/wiki/Marketing_failure \"Marketing failure\") |\n\n| [Authority control databases](https://en.wikipedia.org/wiki/Help:Authority_control \"Help:Authority control\")[![Image 8: Edit this at Wikidata](https://thumb.wikimedia.org/wikipedia/en/thumb/8/8a/OOjs_UI_icon_edit-ltr-progressive.svg/20px-OOjs_UI_icon_edit-ltr-progressive.svg.png?utm_source=en.wikipedia.org&utm_campaign=parser&utm_content=thumbnail)](https://www.wikidata.org/wiki/Q485643#identifiers \"Edit this at Wikidata\") |\n| --- |\n| National | * [United States](https://id.loc.gov/authorities/sh2007005453) * [Japan](https://id.ndl.go.jp/auth/ndlna/01062215) * [Czech Republic](https://aleph.nkp.cz/F/?func=find-c&local_base=aut&ccl_term=ica=ph118187&CON_LNG=ENG) * [Israel](https://www.nli.org.il/en/authorities/987007532988805171) |\n| Other | * [Yale LUX](https://lux.collections.yale.edu/view/concept/70342c0e-9564-4596-b9bc-12f8ced5e02d) |\n\nRetrieved from \"[https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&oldid=1381278898](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&oldid=1381278898)\"\n\n[Categories](https://en.wikipedia.org/wiki/Help:Category \"Help:Category\"): \n*   [Customer relationship management](https://en.wikipedia.org/wiki/Category:Customer_relationship_management \"Category:Customer relationship management\")\n*   [Business computing](https://en.wikipedia.org/wiki/Category:Business_computing \"Category:Business computing\")\n*   [Office and administrative support occupations](https://en.wikipedia.org/wiki/Category:Office_and_administrative_support_occupations \"Category:Office and administrative support occupations\")\n*   [Marketing techniques](https://en.wikipedia.org/wiki/Category:Marketing_techniques \"Category:Marketing techniques\")\n*   [Services marketing](https://en.wikipedia.org/wiki/Category:Services_marketing \"Category:Services marketing\")\n\nHidden categories: \n*   [Articles with short description](https://en.wikipedia.org/wiki/Category:Articles_with_short_description \"Category:Articles with short description\")\n*   [Short description matches Wikidata](https://en.wikipedia.org/wiki/Category:Short_description_matches_Wikidata \"Category:Short description matches Wikidata\")\n*   [Use dmy dates from June 2017](https://en.wikipedia.org/wiki/Category:Use_dmy_dates_from_June_2017 \"Category:Use dmy dates from June 2017\")\n*   [All articles with self-published sources](https://en.wikipedia.org/wiki/Category:All_articles_with_self-published_sources \"Category:All articles with self-published sources\")\n*   [Articles with self-published sources from October 2026](https://en.wikipedia.org/wiki/Category:Articles_with_self-published_sources_from_October_2026 \"Category:Articles with self-published sources from October 2026\")\n*   [Articles with sources from predatory publications](https://en.wikipedia.org/wiki/Category:Articles_with_sources_from_predatory_publications \"Category:Articles with sources from predatory publications\")\n*   [CS1 errors: ISBN](https://en.wikipedia.org/wiki/Category:CS1_errors:_ISBN \"Category:CS1 errors: ISBN\")\n*   [All pages needing factual verification](https://en.wikipedia.org/wiki/Category:All_pages_needing_factual_verification \"Category:All pages needing factual verification\")\n*   [Wikipedia articles needing factual verification from October 2026](https://en.wikipedia.org/wiki/Category:Wikipedia_articles_needing_factual_verification_from_October_2026 \"Category:Wikipedia articles needing factual verification from October 2026\")\n*   [Wikipedia articles needing page number citations from October 2026](https://en.wikipedia.org/wiki/Category:Wikipedia_articles_needing_page_number_citations_from_October_2026 \"Category:Wikipedia articles needing page number citations from October 2026\")\n*   [Articles containing potentially dated statements from February 2017](https://en.wikipedia.org/wiki/Category:Articles_containing_potentially_dated_statements_from_February_2017 \"Category:Articles containing potentially dated statements from February 2017\")\n*   [All articles containing potentially dated statements](https://en.wikipedia.org/wiki/Category:All_articles_containing_potentially_dated_statements \"Category:All articles containing potentially dated statements\")\n*   [Wikipedia articles needing clarification from March 2024](https://en.wikipedia.org/wiki/Category:Wikipedia_articles_needing_clarification_from_March_2024 \"Category:Wikipedia articles needing clarification from March 2024\")\n*   [Webarchive template wayback links](https://en.wikipedia.org/wiki/Category:Webarchive_template_wayback_links \"Category:Webarchive template wayback links\")\n*   [All articles with incomplete citations](https://en.wikipedia.org/wiki/Category:All_articles_with_incomplete_citations \"Category:All articles with incomplete citations\")\n*   [Articles with incomplete citations from July 2024](https://en.wikipedia.org/wiki/Category:Articles_with_incomplete_citations_from_July_2024 \"Category:Articles with incomplete citations from July 2024\")\n\n*    This page was last edited on 21 October 2026, at 07:25(UTC).\n*   Page was rendered with [Parsoid](https://www.mediawiki.org/wiki/Special:MyLanguage/Parsoid \"mw:Special:MyLanguage/Parsoid\").\n*   Text is available under the [Creative Commons Attribution-ShareAlike 4.0 License](https://en.wikipedia.org/wiki/Wikipedia:Text_of_the_Creative_Commons_Attribution-ShareAlike_4.0_International_License \"Wikipedia:Text of the Creative Commons Attribution-ShareAlike 4.0 International License\"); additional terms may apply. By using this site, you agree to the [Terms of Use](https://foundation.wikimedia.org/wiki/Special:MyLanguage/Policy:Terms_of_Use \"foundation:Special:MyLanguage/Policy:Terms of Use\") and [Privacy Policy](https://foundation.wikimedia.org/wiki/Special:MyLanguage/Policy:Privacy_policy \"foundation:Special:MyLanguage/Policy:Privacy policy\"). Wikipedia® is a registered trademark of the [Wikimedia Foundation, Inc.](https://wikimediafoundation.org/), a non-profit organization.\n\n*   [Privacy policy](https://foundation.wikimedia.org/wiki/Special:MyLanguage/Policy:Privacy_policy)\n*   [About Wikipedia](https://en.wikipedia.org/wiki/Wikipedia:About)\n*   [Disclaimers](https://en.wikipedia.org/wiki/Wikipedia:General_disclaimer)\n*   [Contact Wikipedia](https://en.wikipedia.org/wiki/Wikipedia:Contact_us)\n*   [Legal & safety contacts](https://foundation.wikimedia.org/wiki/Special:MyLanguage/Legal:Wikimedia_Foundation_Legal_and_Safety_Contact_Information)\n*   [Code of Conduct](https://foundation.wikimedia.org/wiki/Special:MyLanguage/Policy:Universal_Code_of_Conduct)\n*   [Developers](https://developer.wikimedia.org/)\n*   [Statistics](https://stats.wikimedia.org/#/en.wikipedia.org)\n*   [Cookie statement](https://foundation.wikimedia.org/wiki/Special:MyLanguage/Policy:Cookie_statement)\n*   [Mobile view](https://en.wikipedia.org/w/index.php?title=Customer_relationship_management&mobileaction=toggle_view_mobile)\n\n*   [![Image 10: Wikimedia Foundation](https://en.wikipedia.org/static/images/footer/wikimedia.svg)](https://www.wikimedia.org/)\n*   [![Image 11: Powered by MediaWiki](https://en.wikipedia.org/w/resources/assets/mediawiki_compact.svg)](https://www.mediawiki.org/)\n\nSearch\n\nSearch\n\n- [x] Toggle the table of contents \n\nCustomer relationship management\n\n[](https://en.wikipedia.org/wiki/Customer_relationship_management#)[](https://en.wikipedia.org/wiki/Customer_relationship_management#)[](https://en.wikipedia.org/wiki/Customer_relationship_management#)[](https://en.wikipedia.org/wiki/Customer_relationship_management#)[](https://en.wikipedia.org/wiki/Customer_relationship_management#)[](https://en.wikipedia.org/wiki/Customer_relationship_management#)[](https://en.wikipedia.org/wiki/Customer_relationship_management#)\n\n50 languages[Add topic](https://en.wikipedia.org/wiki/Customer_relationship_management#)",
    "text": null,
    "title": "Customer relationship management",
    "description": null,
    "url": "https://en.wikipedia.org/wiki/Customer_relationship_management"
  }
}

The output of a real call, each list cut to 3 items.

Previous← web.backlinks.summaryNextweb.extract.advanced →