CRM is an integral approach to company leadership. It assimilates and optimizes inter-departmental customer-related processes in marketing, sales and customer service as well as research and development. This happens based on a database with corresponding software for market processing and by means of previously defined sales processes. The CRM objective there is the creation of added value both on the customer’s and supplier’s side in the framework of business relations.
Source: German Direct-Marketing Association (Deutscher Direktmarketing Verband e.V. (DDV))