Managing customer relationships becomes more complicated as a business acquires more leads, customers and sales opportunities. Contact information may be spread across spreadsheets, email accounts, messaging platforms and individual employee records. Without a consistent system, it can become difficult to understand which customers have been contacted, which leads are still active and what actions need to happen next.
Customer relationship management software, commonly known as CRM software, provides businesses with a structured way to organize customer information and sales activities. Different CRM systems support different business models, so companies should evaluate their requirements before selecting a platform.