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CRM stands for customer relationship management or the process of managing interactions with existing and prospective customers during the sales process. CRM software or technology is a tool or system of tools that can help organizations assess, organize, and analyze customer data and better manage relationships with customers.

Although the pandemic has had a huge effect on our behavior, the trends that stand out, and the ones that will most affect us in the coming years are not pandemic-native only, rather than trends that were already there, and now they have ‘just’ been greatly accelerated.

Customer engagement can be regarded as the emotional connection that develops between a customer and a brand, and entails all the steps along the process of interacting with customers through the channels and strengthens your relationship with them. 

It is admittingly hard to measure customer loyalty, as it is a feeling or even better an indication of an intention. But measurement is the key step in customer loyalty management so that we have the tools to optimize our loyalty programs.

Although everybody knows that without engaged and loyal customers, things can get pretty tough, many brands tend to pay more attention to lead generation and customer acquisition, than putting an effort to keep their existing customers motivated before they eventually switch to competitors.

Is there really a need for a CRM for small businesses? Not really. That is if you don’t want to increase your sales by almost 30% according to Forbes or manage operational challenges that could really sink your business. Small businesses need a CRM to improve their customer service practices, analyze business data and keep listening to what customers want.