What is the purpose of CRM systems?

The primary purpose of Customer Relationship Management (CRM) systems is to track customer interactions and improve sales. These systems are designed to collect, store, and analyze customer data, which helps businesses understand their customers better, foster relationships, and enhance customer satisfaction. By organizing communication history, purchase patterns, and feedback, CRM systems enable companies to tailor their marketing strategies and sales approaches to meet specific customer needs. This ultimately leads to increased sales and customer loyalty, as businesses can provide personalized experiences and proactive service.

While generating advertising ideas, analyzing supply chain processes, or creating marketing content for social media are important aspects of business, they fall outside the core functionality of CRM systems. CRM focuses specifically on managing customer relationships and streamlining the sales process, making option B the most accurate representation of its purpose.