What is Customer Relationship Management Software (CRM)?


Table of Contents

Initially, customer relationship journeys could be recorded in just paper notes. Then, as customer information has become increasingly complex, this record has evolved into a database that is stored on individual computers. However, to stay competitive against competitors, nowadays, most companies have switched to something much more sophisticated like CRM software.

What is CRM?

Stands for Customer Relationship Management. In today’s industry, CRM most commonly refers to software solutions that help businesses focus on their relationships with (existing & potential) customers, retailers, partners, and anyone else whom the company has business with.

The goal of CRM is to enhance customer-oriented business relationships, utilizing extra support and services throughout the sales process. Systems are a better way to stay connected with customers, streamline the sales process, and increase profitability.

Why is CRM necessary?

So far, the problems in the sales process are

  • Time consumed for administration work. Instead of focusing on looking for clients, the sales team is sometimes busy searching and matching notes scattered in each individual’s notebooks and laptops.
  • Client’s detailed information is often lost. This can result in forgotten follow-up meetings or even unrecorded client sales history.
  • Clients can contact your company by phone, chat, email or other platforms. If this customer support interaction is not recorded in one connected platform, it will result in interrupted information flow, slow response, or unsatisfactory service.
  • The accountability of the sales team is difficult to justify. 

CRM can store information like contacts of client and prospect client, log service tickets, manage a marketing campaign (promotional campaign), all in one connected platform. Software can be accessed for all company employees who need it.

Who can use CRM?

1. Sales team

The solution system helps record and organize detailed client information on a large scale. This visibility ensures that the sales team and client communications are up to date and relevant.

2. Marketing team

The solution allows the marketing team to understand the behavior of a particular client (and its segment) and organize promotional campaigns to drive product purchases. The system can run several campaigns at the same time and clients can be grouped by promotion targets (specific areas, buying behavior, etc.).

3. Customer support team

The solution helps the support team in accessing a complete history of all problem cases. This can increase customer satisfaction because clients are served personally and do not need to repeat explanations about their complaints.

4. Management

Management can monitor the pipeline of potential clients/prospects. This process can help map out prospects based on their potential, prioritize client approaches, and forecast sales value in future periods.

What is cloud-based CRM?

Stop over-complicating information management by still using a manual system, a CRM system in the cloud can ensure all data is stored safely and can be updated easily by anyone, anytime. The platform can connect all client information from activity to purchase metrics into one cohesive system.


Advotics is a trusted B2B CRM platform in Indonesia. The platform has been tested to help various companies from SMEs to multinational enterprises. Advotics platform can collect and analyze information to help companies understand customers and drive profits. Advotics’ cloud-based solution requires no server purchase and installation, or expensive software maintenance. Unlike in-house software, Advotics’ solutions are always ready for use for the company.
Share :