{"id":7000,"date":"2022-05-07T13:59:14","date_gmt":"2022-05-07T06:59:14","guid":{"rendered":"https:\/\/adtek.agency\/customer-relationship-management-crm-system\/"},"modified":"2026-10-20T22:56:33","modified_gmt":"2026-10-20T15:56:33","slug":"customer-relationship-management-crm-system","status":"publish","type":"post","link":"https:\/\/adtek.agency\/en\/customer-relationship-management-crm-system\/","title":{"rendered":"Customer relationship management and CRM systems"},"content":{"rendered":"

Updated on October 19, 2026: data reviewed and updated.<\/em><\/p>\n

Customer relationship management (CRM) is a technology for managing a company’s relationships and interactions with its customers and potential customers. The goal of using CRM is to improve business relationships so the company can grow. On top of that, a CRM system helps companies stay connected to the people who buy from them, streamline the processes that serve those people and, in the end, improve profitability.<\/span><\/p>\n

What CRM means<\/b><\/p>\n

CRM is a software system that manages your relationships with customers. A CRM system is not just one solution. To manage, analyze and improve customer relationships effectively, you need a full suite of cloud solutions that supports every step of the customer journey.<\/span><\/p>\n

An end-to-end solution should include a sales cloud (for pipelines and deals), a service cloud (for support cases), a commerce cloud (for selling online) and a marketing cloud (for campaigns), as well as an AI-powered customer data platform (CDP) that can combine online, offline and third-party data sources to give you a flexible view of each customer.<\/span><\/p>\n

When people talk about CRM, most of them mean a CRM system: a tool that helps with contact management, sales management, agent productivity and so on. Today’s CRM tools can be used to manage customer relationships across the entire customer lifecycle, and they cover marketing, sales, digital commerce and customer service capabilities in one place.<\/span><\/p>\n

A CRM solution helps you focus on your organization’s relationships with individual people, including customers, service users, colleagues and suppliers, throughout the whole time you deal with them. It helps you find new customers, win their business, and keep providing additional services and support for as long as the relationship lasts.<\/span><\/p>\n\"Customer\n

Who is CRM for?<\/b><\/p>\n

CRM systems have almost always been tied to the sales team. Over time, though, these solutions have widened their reach, and today they are an essential part of the marketing, commerce and customer service functions as well.<\/span><\/p>\n

CRM develops through a continuous cycle: collecting customer data, analyzing that data, and then using what it learns to strengthen relationships and improve business results. Done well, CRM lets any employee who meets or talks to customers (or anyone who supports the employees who do) get one message across clearly: “We know you, and we value you.”<\/span><\/p>\n

A CRM system also supports work beyond the sales process, and that matters a great deal for business performance. With deep knowledge of their customers, companies can:<\/span><\/p>\n