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It has long ceased to be a secret of success; proximity to the customer is probably the most important prerequisite for goal-oriented sales. Only those who keep a close eye on their customers can maintain the relationship with them in the long term and bind them to the company through individual sales and marketing activities. Customer Relationship Management (CRM) is a philosophy in which the customer is at the centre of trade; important customer data is collected and optimised in the CRM system so that it can be used in a demand-oriented manner in sales, marketing and customer service.