CRM is an integrated approach to identifying, acquiring, and retaining customers. By enabling organizations to manage and coordinate customer interactions across multiple channels, departments, lines of business, and geographies, CRM helps organizations maximize the value of every customer interaction and drive superior corporate performance.

Today’s organizations must manage customer interactions across multiple communications channels—including the Web, call centers, field sales, and dealers or partner networks. Many organizations also have multiple lines of business with many overlapping customers. The challenge is to make it easy for customers to do business with the organization any way they want—at any time, through any channel, in any language or currency— and to make customers feel that they are dealing with a single, unified organization that recognizes them at every touchpoint.