There are various definitions of CRM in the literature.
Among the most representative, we could quote who defines CRM as ‘‘a set of business processes
and overall policies designed to capture, retain and provide
service to customers’’, or (Injazz and Karen, 2004), for
whom CRM is ‘‘a coherent and complete set of processes
and technologies for managing relationships with current
and potential customers and associates of the company,
using the marketing, sales and service departments, regardless
of the channel of communication’’.