A customer relationship management (CRM) system is a software solution that helps companies to effectively manage and optimise their customer relationships. These systems facilitate the organisation, storage and analysis of customer data as well as the tracking of interactions and communications with existing and potential customers.

CRM systems are important for many business areas, such as sales, marketing and customer support. They help sales teams to track the sales process and identify opportunities for upselling and cross-selling. Marketing teams can use CRM systems to create targeted campaigns and measure the effectiveness of their efforts. Customer support teams use CRM software to efficiently process customer enquiries and improve service.

The main objectives of a CRM system are to increase customer satisfaction, customer loyalty and customer retention, which ultimately leads to an increase in sales and profits for the company. CRM systems also provide valuable insights and analyses that companies can use to better understand their customers, respond to their needs and improve their offerings.

Overall, a CRM system enables companies to manage their customer relationships in a structured and efficient way by centralising communication and processes, ensuring better care and understanding of their customers.