Find out what a CRM is, the most common features, the advantages and how this tool adapts to the needs of a business.

The definition of CRM

CRM stands for Customer Relationship Management (also called GRC, for Customer Relationship Management) and refers to a type of software centered on customer relationship management. This tool is made up of a set of systems, making it possible to set up a strategy aimed at developing and optimizing a company’s interactions with its customers or prospects. CRM software adapts to the business processes of a company. It is customizable and must meet the functions required for your teams.

A CRM revolves around 3 main axes:

The key features of a CRM

The most common functions of CRM software are:

The best CRM software

There are many solutions in the CRM market that are more or less expensive. Some are aimed at VSEs and SMEs, while others respond more to the needs of large companies.

The advantages of a CRM

A CRM tool provides access to a 360 view of customer relationship management and the commercial actions undertaken. It contributes to a quality customer experience, to the increase of your sales, to the loyalty of your customers and it can also represent a competitive advantage.

For companies, it represents an important asset for:

The use of a CRM tool has common advantages for SMEs and large companies, but also meets more specific needs. Thus, SMEs will turn to a CRM for its organizational and management aspects, and will have to choose a software package that is easy to use for their teams.

For large companies, this type of software has a mainly operational interest in order to build a solid CRM strategy. This notably involves functionalities that are not limited in order to meet important needs. Thus, it will be necessary to bet on a solution which offers formulas involving an unlimited number of users, contacts, companies, interactions and automations.

CRM users in the company

A CRM solution benefits different departments within a company.


Observing sales pipelines is a vital function for sales teams. They can thus identify prospects and prioritize leads. CRM software, also helps to simplify the planning of calls or the sending of invoices.


For a marketing department, a CRM is the guarantee of a better segmentation of your customers. This makes it possible to better target the recipients of a campaign, to rely on personalized messages adapted to their profile, and to promote mass communication.

Customer service

Thanks to the monitoring of interactions with customers and the unified information base provided by a CRM tool, the customer service team becomes more efficient and responsive. A significant asset for customer satisfaction.

Human resources

A CRM can come to the aid of HR teams, in particular by speeding up the recruitment process, by automating the management of candidates, by managing staff loyalty or by having the possibility of monitoring employee performance.

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