Customer relationship management (CRM) are methods that companies use to interact with customers. The methods include employee training and special purpose CRM software. There is an emphasis on handling incoming customer phone calls and email, although the information collected by CRM software may also be used for promotion, and surveys such as those polling customer satisfaction.

Initiatives often fail because implementation was limited to software installation, without providing the context, support and understanding for employees to learn. Tools for customer relationship management should be implemented "only after a well-devised strategy and operational plan are put in place".

Other problems occur when failing to think of sales as the output of a process that itself needs to be studied and taken into account when planning automation.

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