{"id":7946,"date":"2026-10-24T12:51:00","date_gmt":"2026-10-24T05:51:00","guid":{"rendered":"https:\/\/adtek.agency\/glossary\/crm\/"},"modified":"2026-10-24T13:15:12","modified_gmt":"2026-10-24T06:15:12","slug":"crm","status":"publish","type":"mona_glossary","link":"https:\/\/adtek.agency\/en\/glossary\/crm\/","title":{"rendered":"CRM (Customer Relationship Management)"},"content":{"rendered":"<p>CRM (customer relationship management) is how a business records every interaction with its customers and prospects, then uses that data to sell, serve and market to them. When people ask &#8220;what is CRM&#8221;, most of them mean CRM software: the place where customer contacts, purchase history, calls and support requests live.<\/p>\n<h2>What is CRM?<\/h2>\n<p>Microsoft separates two meanings. CRM is the strategy and set of processes for managing customer relationships. A CRM system is the software that puts that strategy into practice, with core features such as a central contact database, sales tracking, marketing, customer service and reporting (<a href=\"https:\/\/www.microsoft.com\/en-us\/dynamics-365\/resources\/what-is-crm\" target=\"_blank\" rel=\"nofollow noopener\">Microsoft Dynamics 365, What is CRM, accessed October 2026<\/a>).<\/p>\n<p>Microsoft also notes that CRM systems are commonly grouped into three types:<\/p>\n<ul>\n<li><strong>Operational CRM:<\/strong> day-to-day work such as entering leads, assigning them to sales reps and scheduling callbacks.<\/li>\n<li><strong>Analytical CRM:<\/strong> reading the data to see which customer groups buy again and which ones drift away.<\/li>\n<li><strong>Collaborative CRM:<\/strong> sharing customer information between marketing, sales and customer service.<\/li>\n<\/ul>\n<p>For how to choose and roll out CRM software, see our guide to <a href=\"https:\/\/adtek.agency\/en\/customer-relationship-management-crm-system\/\">customer relationship management and CRM systems<\/a>.<\/p>\n<h2>How marketers use CRM<\/h2>\n<p>Your CRM knows who actually became a customer. Ad platforms only know who clicked. That gap is why marketers connect the two:<\/p>\n<ol>\n<li><strong>Send results back to ad platforms.<\/strong> With Google Ads enhanced conversions for leads, your website sends a hashed email address or phone number when someone fills in a form. When that lead becomes a customer in your CRM, you upload the same hashed data so Google can credit the right campaign (<a href=\"https:\/\/support.google.com\/google-ads\/answer\/15713840?hl=en\" target=\"_blank\" rel=\"nofollow noopener\">Google Ads Help, About enhanced conversions for leads, accessed October 2026<\/a>). On Meta, the same job runs through the <a href=\"https:\/\/adtek.agency\/en\/glossary\/conversions-api-capi\/\">Conversions API<\/a>.<\/li>\n<li><strong>Build audiences.<\/strong> Customer Match lets you use your customer list to show ads on Search, YouTube, Gmail and Display. List memberships expire after 540 days, so the CRM needs to sync on a schedule (<a href=\"https:\/\/support.google.com\/google-ads\/answer\/6379332?hl=en\" target=\"_blank\" rel=\"nofollow noopener\">Google Ads Help, About Customer Match, accessed October 2026<\/a>).<\/li>\n<li><strong>Retain and resell.<\/strong> Filter customers by their last purchase date, then send an email or a Zalo message at the right moment. Sending automatically when a condition is met is the job of <a href=\"https:\/\/adtek.agency\/en\/glossary\/marketing-automation\/\">marketing automation<\/a>.<\/li>\n<\/ol>\n<h2>Illustrative example (hypothetical)<\/h2>\n<p>A cosmetics store has 6,000 customers in its CRM. The marketing team pulls the 1,200 who last bought 60 to 90 days ago and sends them a repeat-purchase offer. 60 of them buy again at an average order of VND 400,000, which comes to 60 x 400,000 = VND 24 million in revenue.<\/p>\n<p>If acquiring a new customer through ads costs VND 250,000, getting 60 new customers would cost VND 15 million. Without a CRM that records purchase dates, the store could not find those 1,200 people in the first place.<\/p>\n<h2>CRM vs CDP vs marketing automation<\/h2>\n<table>\n<tr>\n<th>System<\/th>\n<th>What it does<\/th>\n<th>Main users<\/th>\n<\/tr>\n<tr>\n<td>CRM<\/td>\n<td>Stores sales and service interactions for staff to work in every day<\/td>\n<td>Sales, customer service<\/td>\n<\/tr>\n<tr>\n<td><a href=\"https:\/\/adtek.agency\/en\/glossary\/customer-data-platform-cdp\/\">CDP<\/a><\/td>\n<td>Pulls customer data from every system into unified profiles and shares them with other systems<\/td>\n<td>Marketing, data analysis<\/td>\n<\/tr>\n<tr>\n<td>Marketing automation<\/td>\n<td>Runs email and message sequences based on preset conditions<\/td>\n<td>Marketing<\/td>\n<\/tr>\n<\/table>\n<p>The CDP Institute draws the line this way: a CRM mainly stores sales and service interactions, mostly from its own system, while a CDP takes in data from every source and keeps the full detail (<a href=\"https:\/\/www.cdpinstitute.org\/what-is-a-cdp\/\" target=\"_blank\" rel=\"nofollow noopener\">CDP Institute, What is a CDP, accessed October 2026<\/a>).<\/p>\n<h2>Frequently asked questions<\/h2>\n<h3>What does CRM stand for?<\/h3>\n<p>CRM stands for customer relationship management. In Vietnamese it is usually called &#8220;qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng&#8221; or &#8220;qu\u1ea3n l\u00fd quan h\u1ec7 kh\u00e1ch h\u00e0ng&#8221;.<\/p>\n<h3>Does a small business need CRM software?<\/h3>\n<p>Not always. With only a few customers, a spreadsheet with name, source, purchase date and status already works as a simple CRM. Software starts to pay off when several people handle the same customer, or when you need to send sales results back to Google and Meta.<\/p>\n<h3>What should you watch when storing customer data in a CRM?<\/h3>\n<p>Names, phone numbers and email addresses in a CRM are personal data. In Vietnam, collecting and using them for advertising has to follow the Personal Data Protection Law No. 91\/2025\/QH15. See our guide to <a href=\"https:\/\/adtek.agency\/en\/vietnam-personal-data-protection-law-marketing\/\">Vietnam&#8217;s personal data protection law for marketers<\/a>.<\/p>\n<p>If you want to connect CRM data with your ads and measure leads all the way to closed customers, see Adtek&#8217;s <a href=\"https:\/\/adtek.agency\/en\/solution\/lead-generation\/\">Lead Generation<\/a> page.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CRM (customer relationship management) is how a business records every interaction with its customers and prospects, then uses that data to sell, serve and market to them. When people ask &#8220;what is CRM&#8221;, most of them mean CRM software: the place where customer contacts, purchase history, calls and support requests live. What is CRM? Microsoft [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"CRM: What It Is, Types and How Marketers Use It","_yoast_wpseo_metadesc":"What is CRM? 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