所謂顧客關係管理Customer Relationship Management, (CRM)，是指企業運用完整資源，全面瞭解每位獨立客戶，並透過所有管道與客戶互動，而達成提昇客戶終身價值之目的。它與傳統行銷不同的地方在於，傳統行銷是以商品為核心，而顧客關係管理則以客戶為核心；前者重視何種商品為暢銷品，而後者則重視何種客戶為忠誠者。因此，為瞭解每個客戶，首先必須建置完整的消費者資料庫，資料庫中應記載公司與每個客戶的互動資料，包括客戶基本資料、客戶交易資料、客戶服務資料、活動回應資料及其他相關互動記錄，繼而分析整體資料庫，找出客戶交易軌跡，以預測客戶購買偏好，達成促使客戶購買之目的。

贏得新顧客的成本是維持舊有客戶費用的五倍。舊有客戶的流失比率降低5NaV以上。這些都不是魔法般的數字，而是真確地意涵著以客為尊，客戶價值優先的企業經營理念，以客戶為導向策定製造、後勤、行銷、服務等策略的展延，是企業競爭力的基礎工程，在這電子化企業的經營環境中，莫忘了『CUSTOMER IS KING』是e企業的箴言。

根據八0/二0法則，一個企業百分之八十的營業額來自於百分之二十的客戶，如何能確切瞭解客戶需求，從而發展出對客戶與企業有利的價值、策略與機制，是目前企業相當重視的一個議題，當產品甚至企業營運模式，逐漸走向同質性與普遍化，在差異性不大的情況下，創造獲利成長必須著重於推展正確的客戶關係，客戶服務品質的優劣，則進而決定了企業生存或淘汰的關鍵因素，有鑑於此，如何應用資訊技術，管理所有與客戶相關的資訊，如基本資料、購買產品、服務需求、處理過程等，並進一步分析這些客戶資料，歸納出客戶的行為模式以及需求模式，並擴散到企業之行銷、製造等部門，才能提昇企業營業額、降低成本、鞏固並強化客戶的忠誠度、發現並獲得新客戶，以提昇企業競爭力。

本文參考財團法人資訊工業策進會

Source from http://bikmrdc.im.fju.edu.tw:81/bitweaver/wiki/index.php?page=%E9%A1%A7%E5%AE%A2%E9%97%9C%E4%BF%82%E7%AE%A1%E7%90%86

Customer Relationship Management顧客關係管理 (CRM) refers to the methods used by various organizations to manage their relationship with clients. Usually information on existing and potential customers will be stored. They are analyzed and used to achieve particular goals. There are automated CRM processes that generate automatic personalized marketing based on the information stored in this system.

It is a corporate strategy to maintain and attract more customers. The major focus of CRM is creating and maintaining good relationship with customers. There are several commercial CRM software packages available which differ in their approach to CRM.

CRM is mostly of an approach than technique. It focuses primarily on customers. CRM is used to spot factors that are perceived as important by clients. It is used to promote a customer -oriented philosophy. It provides above par customer support and rectifies complaints from customers. It develops end to end processes to serve customers. It generally tracks all aspects of sales.

Source from http://www.erpwire.com/glossary/customer-relationship-management.htm

Cusomter Relationship Management顧客關係管理 is like the old prospecting list that we as salesmen used to carry, put down our data with a pencil at night and carry those notes from sale to sale to sale. With computerisation over time we went into better and better techniques to manage the data that helps us to prospect, network and sell.

Reference from http://www.hkdsa.org.hk/symposium/2003/akhil.pdf

Cusomter Relationship Management顧客關係管理.
Those aspects of a business strategy which relate to techniques and methods for attracting and retaining customers.

Reference from http://www.investorwords.com

Customer relationship management顧客關係管理 (CRM) is a customer-centric business strategy with the goal of maximizing profitability, revenue, and customer satisfaction. Technologies that support this business purpose include the capture, storage and analysis of customer, vendor, partner, and internal process information. Functions that support this business purpose include sales, marketing, customer service, training, professional development, performance management, human resource development, and compensation. Technology to support CRM initiatives must be integrated as part of an overall customer-centric strategy. Many CRM initiatives have failed because implementation was limited to software installation without alignment to a customer-centric strategy.

Quoted from http://en.wikipedia.org/wiki/Customer_relationship_management