Customer relationship management (CRM) describes all aspects of sales, marketing and service-related interactions that a company has with its customers or potential customers. Both business-to-consumer (B2C) and business-to-business (B2B) companies often use CRM systems to track and manage communications through the web, email, telephone, mobile apps, chat, social media and corporate marketing materials.

Information that is managed and tracked in a CRM system might include contacts, sales leads, clients, demographic or firmographic data (used to categorize organizations), sales history, technical support and service requests, and more. Some CRM solutions also offer advanced analytics that offer suggested next steps for staff when dealing with a particular customer or contact. Business leaders can also use these analytics to measure the effectiveness of their current marketing, sales and support efforts and to optimize their various business processes