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Businesses have historically invested in customer relationship management (CRM) software packages to ensure their customers are profitable. These products remain highly relevant as companies face increasing pressure to generate sustainable profits in an increasingly competitive environment. 

While relevant, these sales and marketing toolbox software packages must be developed to succeed in today's customer-centric world of social media business. Early CRM packages allowed companies to talk a lot with customers but had a hard time listening to them. 

Features like managing email campaigns will only allow companies to talk to customers about their products, but by no means make it easier for companies to hear what customers think about their products. As a result, the CRM software industry began to discuss the term "social CRM". 

CRM (Customer Relationship Management) is the ownership and management of customer relationships. CRM software helps businesses manage and own customer relationships. Today's business environment requires companies to do more than just communicate with customers. 

Businesses that want to be successful in today's business world must be able to talk to customers to earn their trust and loyalty. It's no longer enough to use CRM software to create marketing campaigns to talk to customers. For this reason, social CRM software was developed.

CRM Software – Achieving Business Success by Controlling the Customer Conversation