Theory: (Digital) Social Skills

4.1. CRM

CRM or Customer Relationship Management usually refers to software for managing commercial strategies, practices and technological solutions that are focused on a company's relationship with its clients.

More generally, and in accordance with the DIGITOUR training framework, we can understand CRM as the business management model that puts the customer and your relationship with him/her at the centre of professional activity. In other words, the focus is on the needs and demands of your target markets, as well as on what you offer, how you offer it and by what means.

You can learn more on CRM and digital solutions on Module 8. CRM.