What is CRM (Customer Relationship Management)?
A system or method for recording customer information, follow-up activity and closed deals.
In detail
CRM brings together customer information that is otherwise scattered across salespeople's phones, spreadsheets and memories: who the customer is, how far the conversation has gone, what was discussed last time, and what they have bought. Whoever takes over can pick up where things left off, and managers get a clear view of overall sales.
For example
When a salesperson leaves, the colleague who takes over opens the CRM and sees each customer's contacts, past quotes and next steps, so the relationship is not interrupted.
How companies use it
Record every follow-up, set reminders for the next contact, and manage opportunities by stage. Combined with a sales funnel, it shows where customers drop off most.
Common misconceptions
Treating CRM as a tool for controlling salespeople and simply demanding that forms be filled in. If salespeople see data entry as a burden that does nothing for them, the data soon becomes unreliable.
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