Customer relationship management is an approach to manage a company’s interaction with current and potential customers. The objective of the approach is to improve the relationship between the customer and the business to improve retention rates and drive sales. The central element, essential for good customer relationship management is reliable, full-context customer histories, without this data a company would struggle to manage relationships effectively. In this blog, we’ll delve in further and look in more detail at why it’s important to manage customer interactions effectively across the whole business.