Customer Relationship Management (CRM) is a comprehensive strategy for managing, directing, and optimizing the relationship with customers from the first contact. It goes beyond customer satisfaction or even customer loyalty to identify customer profitability and how to maintain and enhance it. CRM is essentially applying process improvement to the entire customer interface.

Reduces operating costs
Increases level of customer retention
Increases sales to existing customers
Increases probability of sales to new customers
Allocates marketing expenses more efficiently

Customer Needs — identify and prioritize the customer’s needs and expectations including the Voice of the Customer, House of Quality, Quality Function Development, Focus Groups, and Customer Surveys.
Customer Satisfaction and Loyalty — develop a system to obtain and retain customer perceptions and experiences with various feedback strategies complaints, surveys, interviews, guarantees—and develop metrics and strategies
to measure and improve customer satisfaction.
Customer Service — develop strategies for executing customer service strategies like positive people skills, attention to detail, rapid response, etc.
Multiple Customer Management — set and manage priorities to avoid and resolve existing customer requirements and demands and develop a system to allocate and manage resources to manage the needs of multiple and diverse customers

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