As the name clearly states, customer relationship management (check what is crm actually - 

https://www.creatio.com/page/what-is-crm ) involves having to build and manage your relationship with customers. The implication here is not just better customer interactions, even though communication has an important role to play.

To manage customers effectively requires a lot of background work, particularly when it comes to procuring, studying as well as analyzing customer information. For that, you require a tool having the ability to gather and retain information from customer interactions, and for provision of information to managers, customers and operators in a way that is relevant, fast and sophisticated, all at once. The name given to this tool is customer management software.

Customer management software takes care of three main aspects of CRM, namely, collaborative, operational and analytical functions. Operational functions involve having to computerize processes with help from a sales representative or a technician. Collaborative functions allow customers to handle problems on self-service basis or without help from a company representative. As part of analytical functions, you will be required to research, study and report customer data for various functions.

A customer management software solution offers support for operational CRM by assisting call centers handle processes like service, marketing as well as support. Stored in this software is all correspondence with customers in the form of history information, aimed at future reference. By means of the stored data, customers will not be required to deal with the problem again. However, they will have to interact at various times with various people inside the company. It is call center agents who support this part of the software.

The software assists in collaborative CRM to bring down the cost and improve the service which is provided. It allows customers to submit feedback and hand in their requests as often as they would like. The system interacts with customers by means of the following tools.

Informative web pages
FAQ
Search functions
Automatic call handling

The software helps in supporting analytical CRM through the provision of adequate information, which allows customers in the optimization of marketing strategies. It also helps in targeting customers for cross selling, not to mention, retention campaigns.

The importance of this software cannot be undermined. It helps in taking various management decisions with respect to price and research. To predict the behavior of customers is another area which it deals with. Information is filtered, reviewed and presented in the form of graphs.