With CRM software, companies can keep track of consumer interaction for a life-cycle of short events to long term relationships. The enormous value that social CRM delivers to organizations comes from the analysis of data collected from social media and online communities, as well as through traditional means such as customer contact centres and call records. With the constant flow of social data from various sources, companies are now able to analyze customer interaction at a much more detailed level. The result of analysing, aggregating and analysing that data is the enablement of informed decision making to drive business outcome. CRM can be used for both marketing, and sales.