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CRM (customer relationship management) is the combination of practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle. The goal is to improve customer service relationships and assist with customer retention and drive sales growth.

Customer relationship management (CRM) software is a tool that helps salespeople and businesses manage interactions with prospects and customers. In addition to core CRM features such as sales pipeline management and robust reporting, the best CRM system providers offer advanced features such as document management, lead scoring, quote estimates and autodialer functionality.

A CRM system gathers, links, and analyzes all collected customer data, including contact information, interactions with company representatives, purchases, service requests, assets, and quotes/proposals. The system then lets users access that data and understand what happened at each touchpoint. Through this understanding, a complete customer profile is developed, and a solid customer relationship is built from the comfort of your own desk

Customer relationship management (CRM) systems benefit businesses by centralizing customer data, improving collaboration, automating tasks, and providing insights for targeted email marketing. However, selecting the right CRM system from the multitude of available options can be daunting. Some CRM systems offer just the features essential for small businesses, while others are robust enough to meet the demands of large enterprises. PCMag has been reviewing solutions from leading and lesser-known vendors for more than a decade, so we can help ease your decision-making process.