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What is CRM, and what is a CRM system used for?
CRM stands for Customer Relationship Management, known in Norwegian as customer follow-up or customer relationship management. A CRM system is where a business keeps track of who its customers are and what interactions it has had with them.
Who the customers and prospects are, who you talk to at their organizations, what has been said and agreed, which sales are in progress, which cases remain open, and what has been delivered. Everything linked to the customer rather than scattered across individual inboxes.
Without a CRM, customer knowledge resides in employees’ heads and private spreadsheets. When someone leaves, that knowledge disappears. When a customer calls and their regular contact is on vacation, they have to explain everything again. And no one can say how many sales are actually in the pipeline.
A CRM system is not an accounting system, and it does not sell anything on its own. It makes your work visible and measurable — what you do with that insight determines whether the investment pays off.
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