Data and Processes: the two pillars of a high-performing Customer Relationship Management
The meaning of the initialism CRM itself suggests also its main objective: to manage the brand's relationship with existing and potential customers.
To achieve this goal with the support of technology, the two main assets upon which everything centres are data and processes. Without data there is no CRM, and without clear and defined processes software cannot perform efficiently.
So, what is CRM? How does it work? How is it evolving?