When And Why Is A CRM Used?

When And Why Is A CRM Used?

Currently, companies resort to different tools that allow them to identify and prospect potential clients to establish a solid, long-term relationship with them.

CRM is one of the most used systems due to its multiple advantages and functionalities that help manage commercial activities and build quality customer service.

In this article, we are going to know when and what CRM is used for. 

When And What Is A CRM Used For?

What Is A CRM?

CRM corresponds to the abbreviation of “Customer Relationship Management” in English. Its primary objective is to help companies understand the needs and preferences of their customers to provide them with a more personalized and efficient service.

The operation of a CRM is mainly based on the use of software and technology to collect, organize, and analyze information about customers, such as their contact details, purchase histories, and past interactions.

Its application varies according to the specific needs of each organization or professional. However, some common scenarios in which a CRM is used are:

Sales Management

Sales teams use CRM to track their leads, sales opportunities, follow-up activities, and sales forecasts. This helps increase salesperson productivity and improve sales management.


Marketers use CRM to segment customers based on their preferences and behaviours, allowing them to create more targeted and effective marketing campaigns. They can also track the effectiveness of campaigns and evaluate return on investment (ROI).

Customer Service

Customer service teams use CRM to manage customer requests, track issues, and provide fast and accurate responses to queries. This improves customer satisfaction and problem-management efficiency.


Businesses that sell products online use CRM to manage customer information, track previous purchases, and personalize product recommendations to increase sales and customer retention.

Relationships With Partners And Suppliers

Some companies use CRM not only to manage relationships with end customers but also with business partners and suppliers. This may include managing agreements, contracts, and communication.

Contact And Network Management

Freelancers and professionals often use CRM to manage their contacts and keep track of interactions with their professional and personal contacts.

Non-profit Sector

Non-profit organizations can use CRM to manage donations, maintain member and volunteer records, and communicate effectively with their supporters.

Professional Services Sector

Companies such as law firms, consulting agencies, and accounting firms use CRM to manage client relationships, projects, and billing records.

Relationship Marketing And CRM

Both focus on customer service. Relationship marketing, for its part, seeks to create emotional and trusting connections with customers, which involves adapting marketing strategies and offers to meet their needs.

In this context, it focuses on getting to know customers on an individual level and adapting marketing strategies and offers to meet their specific needs and preferences. This involves audience segmentation and personalized communication.

On the other hand, CRM is focused on providing the technology and tools to manage these relationships effectively.

CRM systems automate repetitive tasks such as tracking leads, sending follow-up emails, and managing customer service cases, improving efficiency and reducing errors.

Relationship Marketing Tools

To achieve effectiveness in relationship marketing work, various tools and strategies are used that promote interaction, communication, and customer satisfaction, among which are:

Personalized email marketing:  Email remains a powerful tool for relationship marketing. Sending customized messages based on customer preferences and behaviours is essential to maintaining effective communication.

Comment and Review Management:  Monitoring and responding to online customer comments and reviews is an essential part of relationship marketing. Paying attention to customer opinions shows a commitment to customer satisfaction.

Two-way communication: Encouraging open, two-way communication with customers through channels such as live chat, hotlines, and social media allows you to effectively address their concerns and needs.

Relevant content:  Providing valuable and relevant content through blogs, newsletters, and online resources can help establish a trusting relationship with customers.

Surveys and feedback:  Obtaining direct feedback from customers through surveys and questionnaires is essential to understanding their needs and expectations and continually improving the quality of products and services.

VIP Client Events and Programs:  Hosting exclusive client events or VIP programs can help strengthen relationships and make clients feel valued.

Also Read: Do You Want To Use Microsoft Office For Free? Well, We Will Teach You How To Do It

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