Customer relationship management (CRM) is the process of identifying prospective buyers, understanding them intimately, and developing favorable

Customer relationship management (CRM) is the process of identifying prospective buyers, understanding them intimately, and developing favorable longterm perceptions of the organization and its offerings so that buyers will choose them in the marketplace (Kerin, Hartley, 2017). The customer relationship management platform is used by sales associates, finance associates, and management to make the customer experience a more personal and positive experience. Within the CRM platform it allows the organization to organize, study, and analyze the best way to give their customers the best experience possible. The customer reviews within CRM can help companies adjust or tailor the way they operate in order to have a high customer satisfaction and returned business.

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