Customer Relationship Management (CRM) is a broad concept used by organizations to describe the process and/or tools utilized to manage their relationships with customers. CRM includes the retrieval, storage and analysis of any customer, vendor, partner, and internal process information and/or data that relates to the customer. The goal of CRM is the acquisition and retention of customers over the long term by satisfying their needs with your products and services.

CRM can refer to both an organization's philosophy in dealing with its customers, and the technology for supporting it, and should be Operational (front-line), Collaborative (interactive with customers), and Analytical (behavioral).

CRM impacts every person within your organization and the processes and systems associated should be a part of your culture and every day vocabulary. Sharing customer data with anyone who touches the customer can only serve to enrich the relationship between your organization and that customer. Customer data goes beyond sales data and into the realm of communication and behavioral understanding. Every interaction of your customer with anyone in your organization provides insight into the needs of the customer.

FTI can assist you in determining the best approach to implementing CRM solutions based on your business needs, customers, and current application capabilities.