(Customer Relationship Management): Computer tools dedicated to the integrated management of clients’ information. These applications allow the information to be stored, organised, integrated, processed and analysed.
There are two general types:
- Operational CRM: Allows information on the transactions made by customers to be processed and integrated.
- Analytical CRM: Allows customers’ information to be analysed (generally using data mining techniques) in order to gain in-depth knowledge of the customers’ profiles and their needs.