Customer Relationship Management

Definition: Customer Relationship Management (CRM) is a set of systems that make it possible to optimize the relationship that the brand maintains with its customers, in order to retain them and increase the company's turnover per customer. CRM makes it possible to coordinate a multi-channel customer journey (point of sale, emailing, online advertising) in order to offer a unified customer experience. The CRM combines the analysis of customer data and the communication and marketing actions implemented in accordance with the General Data Protection Regulations (RGPD or GDPR in English), which came into force on May 25, 2018.