What is the main focus of customer relationship management (CRM)?

The main focus of customer relationship management (CRM) is managing customer interactions. CRM systems are designed to facilitate the collection, analysis, and effective use of customer information to improve relationships with clients and enhance customer satisfaction. By centralizing customer data, businesses can personalize communications, track preferences, and maintain a history of interactions, which ultimately helps in building stronger relationships and fostering customer loyalty.

This approach allows organizations to respond more effectively to customer needs, anticipate future demands, and create a more engaging experience for customers. In contrast, enhancing product features, reducing operational costs, and conducting market research are important business functions, but they do not encapsulate the central theme of managing and nurturing customer relationships that is fundamental to CRM.