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Prospect Relationship Management (PRM) refers to all the strategies and processes aimed at managing and nurturing relationships with prospects, i.e., potential customers. Inspired by customer relationship management, PRM adapts its actions to the specific status of prospects, primarily using digital channels to optimize data collection and communication. It considers the prospect portfolio as an asset to be cultivated in order to maximize conversion and loyalty opportunities. PRM involves collaboration between marketing, responsible for prospecting, and customer service, which intervenes once the relationship has been established.

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