What is the purpose of a customer relationship management program? How do such systems benefit marketers?

Customer relationship management (CRM)programs allow companies to talk to individual customers and adjust elements of their marketing programs in light of how each customer reacts to elements of the marketing mix.Communication with customers is key,as is fostering a long-term relationship with each profitable customer.CRM uses advanced information-management and communication technologies to track customer information across touch points,to systematically tailor new offers to individual customer,and to provide accurate and timely information on customer behavior,reactions to marketing campaigns,profitability,and so on to marketing strategists.