The term CRM, or Customer Relationship Management, is a set of processes and tools to manage and improve a company’s interactions with its customers and prospects. It is a question of meeting all the customer’s expectations at each stage of the cycle (communication, purchasing, support, after-sales service, etc.) and building customer loyalty. These relationships can be managed through various platforms, also called CRM for “CRM platforms”.

Among the most widely used platforms, Salesforce is mentioned among the so-called “proprietary” CRMs and Sugar CRM as Open Source CRM.

See also: Lead, Lead nurturing