The term “relationship management” refers to the systematic design, maintenance, and development of relationships with a company’s external and internal stakeholders, particularly customers, business partners, suppliers, or employees. The goal is to establish and sustain long-term, trust-based, and value-creating relationships through targeted communication and interaction strategies.
Contact Management: Centralized capture and maintenance of contact data, interactions, and communication histories.
Communication History: Documentation and tracking of all touchpoints such as emails, phone calls, or meetings.
Segmentation: Categorization of contacts based on criteria such as industry, region, or purchasing behavior for targeted communication.
Task and Appointment Tracking: Management of follow-up activities like callbacks, meetings, or proposal follow-ups.
Campaign Management: Planning, execution, and analysis of marketing and sales campaigns.
Interaction Analysis: Evaluation of communication behavior, response times, and relationship quality.
Integration with Other Systems: Linking with CRM, ERP, or helpdesk systems for a holistic view of relationships.
Access and Permission Control: Differentiated rights management for secure and GDPR-compliant usage.
A key account manager regularly maintains contact with a major client, records all conversations in the system, and proactively plans new loyalty measures.
Within a partner program, all sales partners are segmented, and individual communication strategies are developed.
A support team uses the software to access the full customer history, enabling faster and more personalized responses to inquiries.
A marketing team creates targeted email campaigns for specific customer segments based on previous interactions.