In business, there can be no doubt or argument about who is the boss. The customer is the central aspect of the business around which the organization and its activities are built. 

Customer satisfaction is the key in a competitive business field, where competitors do  every possible thing to get the attention of customers on their product offerings and services. 

This is where CRM comes in to help businesses to better serve customers through management of smart and intelligent customers. 

However, there is a difference between CRM and contact management app, although they are being used interchangeably in some cases.

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Management or CRM Customer Relationship Software is a way to centralize customer information and to help the organization and departments share information between them for easy access. 

CRM software helps to make intelligent decisions in real time that is accurate, relevant and crucial for good management decisions to be made. CRM S / w support collaboration between different industries, which invariably lead to improved performance and higher levels of customer satisfaction. 

CRM software helps to meet the changing needs of customers in real time, which could be a source of competitive advantage, because it takes the right information and resources to meet the needs of customers before the competition.

CRM software offers companies flexibility and agility, where information is centralized and is actually shared between all company parties who may have an interest in customer satisfaction and customer service. 

With a high level of information sharing, CRM / w using different parts of the company to know the customer better, which in itself offers more options for cross-selling and up-to-sell products and services, which could have a direct impact on the business bottom line.