Digital CRM

Digital customer relationship management is the use of Internet communications channels and smart technologies to enhance customer relationship management (CRM) and customer experience management (CEM) initiatives. Digital CRM seeks to gather real-time data in order to provide an organization with a clear picture of each customer's habits and preferences and facilitate automated messaging and personalization.

The term digital CRM is often associated with the Internet of Things, a scenario in which computer processors capable of sending and receiving data are embedded in everyday objects. In such a scenario, the customer may not be human -- the customer might be a fuel tank named #54356, capable of sending an automated message to the supplier and requesting a delivery.