CRM
Abbreviation with 2 meanings
| Stands for | Customer relationship management |
|---|---|
| Meanings | 2 |
| Categories | Business & Finance, Transportation & Travel |
CRM has two meanings. It stands for Customer relationship management (marketing & advertising) or Crew resource management (aviation).
Meanings of CRM at a glance
| # | CRM stands for | Context |
|---|---|---|
| 1 | Customer relationship management | Business & Finance › Marketing & Advertising |
| 2 | Crew resource management | Transportation & Travel › Aviation |
1. Customer relationship management
Business & Finance · Marketing & Advertising Abbreviations
Practice of managing interactions with customers and prospects, and the software that supports it by storing contacts, deal pipelines, communications and service history so sales, marketing and support share one view of the customer.
Example: Log every call in the CRM so the account manager knows what was promised.
Leading platforms include Salesforce, founded in 1999 and an early champion of cloud-based CRM, Microsoft Dynamics 365 and HubSpot. CRM data quality is a perennial problem because it depends on salespeople updating records. The term emerged in the 1990s from earlier sales force automation and contact management tools.
2. Crew resource management
Transportation & Travel · Aviation Abbreviations
Training and operating philosophy that teaches flight crews to communicate, share decisions and challenge errors rather than deferring to the captain. CRM grew out of NASA research in the late 1970s and is now required airline training worldwide.
Example: After the go-around, the captain praised the FO's callout as a textbook example of CRM.
Originally "cockpit resource management," renamed to include cabin crew, dispatchers and maintenance staff. The 1977 Tenerife collision and United Flight 173 in 1978 are classic case studies, and United ran the first comprehensive airline CRM course in 1981. The approach later spread to surgery, firefighting and nuclear power.
Related abbreviations
More marketing & advertising abbreviations
- CPM – Cost per mille
- CPP – Cost per point
- CPQ – Configure, price, quote
- CPV – Cost per view
- CSAT – Customer satisfaction score
- CTA – Call to action
- CTOR – Click-to-open rate
- CTR – Click-through rate
See all 111 marketing & advertising abbreviations →