Customer relationship management (CRM)
Customer relationship management (CRM)
CRM describes the processes and systems used to maintain customer and prospect information, interactions and commercial progress. Software is one part of that operating process.
How it works.
A CRM record can carry source context, the offer of interest, an assigned owner and a next action. Pipeline stages make the status of a conversation visible when the team uses them consistently.
What to watch for.
Installing a platform does not define the sales process. Unclear stages, missing owners and inconsistent updates can persist inside a new tool. Configuration and adoption need to follow the actual workflow.
Put the definition to work.
Begin with the decisions people need to make from the records. Define required information and responsibility before adding fields or automations that the team cannot maintain.