Customer data: Gathering customer details, such as names, addresses, and phone numbers Customer relationships: Building and maintaining positive relationships with customers and prospects Record keeping: Maintaining accurate records of customer interactions in a database Sales pitches: Delivering and adjusting sales pitches based on the customer Market trends: Staying up to date with market trends to better serve customers Customer feedback: Collecting data on customer feedback and relaying it to relevant divisions Customer retention: Retaining customers who are dissatisfied with products or services CRM software: Using CRM software to manage customer interactions