Client relationship management

Client Relationship Management (CRM) is the process of determining when, where, and how to interact with clients to evaluate and manage client interactions. Brands use CRM tools – software that automate customer relationships – to set up specific touchpoints in the customer journey or events that trigger automated emails. For instance, if a new subscriber browses a website but leaves without taking any actions, the CRM registers this as a touchpoint and sends an automated email to follow up.