Which of the following best describes CRM?
A) Certificate for Record Management; awarded by the MRA after passing certain record-keeping requirements
B) Customer Relationship Management; the use of internal databases to strengthen customer relationships
C) Certified Record Manager; awarded by the MRA for successfully passing a series of courses related to database management
D) Customer Recognition Managers; used to identify customers from non-customers primarily in airports for purposes of security
E) none of the above; there is no such thing as CRM
Answer: B) Customer Relationship Management; the use of internal databases to strengthen customer relationships