Customer relationship management (CRM) is a multifaceted process, mediated by a set of information technologies, which focuses on creating two-way exchanges with customers so that firms have an intimate knowledge of their needs, wants & buying patterns. In this way, CRM helps companies understand, as well as anticipate, the needs of current & potential customers. 

Functions that support this business purpose include sales, marketing, customer service, training, professional development, performance management, human resource development & compensation. Communication tools can be used like e-newsletters, SMS, MMS, internal forums, internal messaging & live messaging.