Customer Relationship Management (CRM)

A system that can help businesses manage business relationships and the data and information associated with them. For smaller businesses a CRM system can be enough to manage the complexity of customer data, but in most cases organizations have several CRM systems used to various degrees and with various purposes. For instance, the sales and marketing organization will often use one system, the financial department another, and perhaps procurement a third. MDM can provide the critical link between these systems. It does not replace CRM systems but supports and optimizes the use of them.


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