CRM stands for customer relationship management. By definition, it covers all the ways you manage customer relationships across sales, marketing, customer service, and e-commerce. With CRM software, you can automate and integrate these customer-facing activities. Best-in-class systems also offer tools for customer analytics, personalization, social media, collaboration, and more. 

Explore what a modern CRM looks like today

What are the five biggest benefits of CRM? 

There are countless ways a CRM system can help you get the most out of customer interactions. The smallest refinement can increase customer retention and send profits through the roof. Imagine what the five biggest CRM benefits can do for you.  

  1. Improved customer experience: Give contact center reps and field service technicians a 360° view of customers – so they can deliver personalized customer experiences and resolve issues quickly.  
  2. Increased customer retention: Wow your customers with personalized service that wins loyalty. Run real-time analytics to identify the best offers, the right timing, and the optimal channel.
  3. Higher sales revenue: Boost pipeline visibility and sell more – with integrated tools for sales force automation, lead management, forecasting, cross-selling, e-commerce, and more.  
  4. Greater process efficiency: Help your sales, marketing, and service teams accomplish more with less effort – by taking advantage of automated processes and scheduled follow-up prompts.
  5. Work smarter – better collaboration: Share information across teams, departments, and internal and external stakeholders with collaborative CRM – to better serve customers at every touchpoint. 
The five biggest benefits of CRM

What are the key features of CRM?

Today’s customer relationship management systems include basic CRM functions as well as advanced CRM capabilities that go far beyond the contact sorting and filing functions of the past. Now you can streamline all your customer-facing processes – and strengthen relationships by putting the customer at the center of your sales, marketing, commerce, and service activities. 

You expect a CRM system to have contact, lead, and customer interaction management. You also expect analytics, and you’d love automation, but really, you want it all. And of course, you want it to be fully integrated. The good news? It’s all here.  

CRM features and functions

CRM for sales, marketing, service, and e-commerce

With one database and unified processes, CRM connects all of your customer-facing activities. But it also offers specific benefits to each of your teams.

What is sales CRM?

Sales CRM puts opportunity in the palm of your hand. Your reps can make successful connections, automate lead generation, personalize pitches, give accurate quotes, tap into pipeline CRM, collaborate, create reports … everything.

What is marketing CRM? 

Marketing CRM makes the unpredictable – predictable. It helps you learn each customer’s likes and needs so you can surprise them with unique experiences. And while you shine, marketing automation is behind the scenes, completing tasks for you.

What is service CRM? 

Customers expect more – and service CRM delivers more. Create perfect service moments that build loyalty. Automate manual processes to reduce field service errors and save time. Use service chatbots to answer common customer questions – and more.

What is e-commerce CRM?

E-commerce CRM is a set of CRM tools that provide an omnichannel commerce experience – across mobile, online, and brick-and-mortar buying and selling. Recognize customers across channels and give special love to high-value customers.

Explore CRM solutions

Go beyond traditional CRM software. See how you can you drive contextual, personalized customer engagement in real time – across any channel or line of business.