Glossary · Customer Satisfaction
- Customer Relationship Management
- The system and discipline of managing customer relationships end to end. The operational backbone of CX.
CRM in Practice
What a CRM System Typically Contains
- Contact and account records
- Interaction history (calls, emails, meetings)
- Sales pipeline and opportunities
- Service tickets and case data
- Marketing automation and segmentation
CRM as a Discipline
The system is only as useful as the practices around it. Indeed, data hygiene, consistent logging and clear ownership turn a CRM from a cost centre into a genuine strategic asset. In most cases, CRM failures are process failures, not software failures.
Frequently Asked Questions
No. A CRM system is built around sales and account data. A CX platform is built around feedback, experience metrics and action workflows. However, the two are complementary: CRM tells you who the customer is, while CX tells you how they feel.
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