Customer Relationship Management (CRM)

Customer relationship management (CRM) software helps businesses manage all interactions, relationships, and data across the customer lifecycle – from generating new leads to closing sales to retaining accounts. CRM systems record contact details, communications, documents, tasks, and account activity histories in a central, accessible database.

They offer extensive features to help teams visualize sales pipelines, automate workflows, track service issues, coordinate customer communications, analyze performance, and more. Integrations provide a unified 360 customer view including marketing interactions.

Adoption of CRM software has become essential for sales efficiency and customer retention in nearly all industries. Leading platforms like Salesforce and Microsoft Dynamics provide robust sales force automation capabilities out of the box. However, successful CRM usage still relies heavily on user adoption strategies and tailoring systems to match unique processes.