Editing Customer relationship management (section)

=== Data analysis ===
Managers must understand the different reasons for the types of relationships, and provide the customer with what they are looking for. Companies can [[data collection|collect]] this information by using [[survey (human research)|surveys]], interviews, and more, with current customers. 
Companies must also improve the relational intelligence of their CRM systems. Companies store and receive huge amounts of data through [[email]]s, [[online chat]] sessions, phone calls, and more.<ref>{{Cite web|title = A CRM success story|url = http://www.computerworld.com/article/2578532/crm/a-crm-success-story.html|website = Computerworld| date=7 November 2002 |access-date = 23 November 2015}}</ref> Many companies do not properly make use of this great amount of data, however. All of these are signs of what types of relationships the customer wants with the firm, and therefore companies may consider investing more time and effort in building out their relational intelligence.<ref name="Brown-2015"/> Companies can use [[data mining]] technologies and [[web search]]es to understand relational signals. [[Social media]] such as social networking sites, [[blog]]s, and forums can also be used to collect and analyze information. Understanding the customer and capturing this data allows companies to convert customers' signals into information and knowledge that the firm can use to understand a potential customer's desired relations with a brand.<ref name="Avery-2014">Avery, Jill. (2014). "Unlock the Mysteries of Your Customer Relationships", Harvard Business Review. August 2014. https://hbr.org/2014/07/unlock-the-mysteries-of-your-customer-relationships Retrieved: 20 November 2015</ref>