CRM (Customer Relationship Management)
Qué es CRM (Customer Relationship Management)?
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CRM (Customer Relationship Management) is the system a business uses to keep one organized record per customer — contact details, past conversations, purchases, and follow-ups — so sales and support see the same history instead of scattered notes across inboxes and spreadsheets. A modern CRM is the system communications channels sync into, so a call log, SMS thread, or chat from a CPaaS platform lands on the customer's record and gives staff full context before the next response.
More detail
A contact record in a CRM typically holds not just the customer's name and email or phone number, but the history of interactions across them and the status of any open deal or support case — which is what makes 'do we already know this person?' answerable before an agent replies or a salesperson calls.
CRM differs from a CDP in purpose: a CRM is the workspace where sales and support staff take action on a customer (log a call, move a deal, resolve a case), while a CDP (Customer Data Platform) resolves identity across anonymous and known touchpoints and computes segments and traits — most businesses run a CRM as the record of supplied contact and lifecycle data, with integrations or a CDP filling in what either system missed.
The connection between CRM and CPaaS matters most at integration points: click-to-call, screen popping the customer's CRM record for the agent when they answer, and automatic logging of calls and messages against a contact. On Orbit, contacts and the omnichannel inbox play that role natively — every call, SMS, WhatsApp, and email exchange lands on one contact record with its full conversation history, and the contacts API syncs that record to an external CRM when a business keeps one.
Preguntas frecuentes
- What's the difference between a CRM and a CDP?
- A CRM is where sales and support staff actively work a customer record — logging calls, moving a deal through its stages, resolving a case. A CDP is a background data platform that merges identity across sources and computes segments; a CRM stores what staff typed in, a CDP infers who the customer is across channels.
- Why do communications platforms integrate with a CRM instead of replacing it?
- Because the CRM holds the customer record and its history, while the communications platform runs the actual channels — an integration puts click-to-call, screen-pop, and automatic interaction logging on top of that record rather than asking a business to rebuild its customer database inside a dialer or inbox.
See also
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