Customer relationship management is the practice and supporting software used to organize interactions and information about customers.
How it works in retail
A retail CRM can bring together service history, preferences and communication records. It helps teams maintain a consistent view of a relationship over time.
A retail example
An associate can see that a customer requested a repair before discussing a new purchase.
What to keep in mind
A customer record is useful only when it is accurate and appropriately maintained. Access permissions and communication preferences should be part of the operating process.
Examples are illustrative. Terminology and measurement conventions can vary by business and market.