CRM (Customer Relationship Management) Revision Sheet

1. 📌 Essentials

• CRM involves managing all customer interactions across channels for long-term.
• The customer lifecycle includes stages: reach, acquisition, conversion, retention, and loss.
• Originates from simple order taking; evolved through sales orientation to strategic relationship marketing.
• Modern CRM integrates multichannel communication, personalization, AI, and data analytics.
• Effective customer relationships boost retention, lifetime value, and brand reputation.
• Customer experience (CX) emphasizes emotional, holistic engagement, unlike reactive relationship management.
• Trends for 2025: silent, omni-modal, aware, reserved, and AI-enhanced customer behavior.
• Relationship marketing focuses on long-term dialogues, customization, and cocreation.
• Key success: employee involvement, continuous improvement, and customer cocreation.
• Digital transformation has shifted marketing from product-centric to service and experience-driven.

2. 🧩 Key Structures & Components