Successfully completing a CRM project

To increase customer acquisition and loyalty, companies are looking to optimize their customer relationships. At the heart of this process, the CRM software appears as a tool at the service of the company's marketing and sales objectives. More than a database, CRM acts as a facilitator and accelerator of sales processes. It is still necessary to choose a solution in line with its needs and to take care of its implementation. In this book, we present you the essential steps for a successful CRM project. CRM is the English acronym for Customer Relationship Management. In the broadest sense, CRM refers to the management of a company's interactions with its prospects and current customers. Its purpose is twofold: To increase the loyalty of existing customers To improve the company's sales In practice, effective customer relationship management is based on data. Throughout the customer's buying journey, companies collect data about customers. This demographic data (profile information) and behavioural data (history of interactions with the company) allows for an assessment of potential.