What is a CRM?

CRM: A Practical Definition

CRM is a business management approach that aims to foster customer loyalty and maximize profitability. This means encouraging customers to purchase frequently, recommend us to others, and thereby increase sales. For this approach to succeed, it requires agile processes, service-oriented personnel, and customer management software.

¿Qué es un CRM?

Best Practices

CRM stands for Customer Relationship Management. Companies engage with their customers through marketing, sales, customer service, and even collections. To effectively manage these relationships, CRM offers a set of best practices in executing these processes. These best practices are proven methods to generate more leads, help sales teams close deals faster, and improve service to ensure customer satisfaction.


A customer becomes loyal when they feel delighted in every interaction with a company. To optimize these interactions, companies can personalize their offerings and services. This personalization is only possible when we understand the customer well – knowing their profile, needs, buying habits, level of service required, among other aspects.

CRM Software

This is where technology, specifically CRM software like vtiger, becomes useful for managing a unified database where we can record this data in an organized, integrated, and permanent manner. Analyzing this information allows us to classify customers according to their needs and create personalized offers.

CRM software has functions to automate the entire sales cycle: attracting customers, getting them to make their first purchase, encouraging repeat purchases of larger amounts, and even getting them to recommend us. Thus, the software includes functions to execute direct marketing campaigns to specific segments, track sales opportunities, support our salespeople in achieving their goals, and handle service requests – complaints, claims, inquiries – quickly and effectively.

The sales executive’s mission is to sell as much as possible, as soon as possible. Creantis Sales helps the seller to be more effective, focusing on the opportunities with the highest probability of closing; and at the same time, it helps the sales manager to support his team to exceed his goals. To do this, we combine world-class sales methodologies with the opportunity management features of our CRM software.


Success stories

The marketing area has great challenges to attract and retain customers. Digital marketing generates many prospects, but these are lost when they are not taken care of quickly. Mass emailing has a low response when the message is not of interest to the client.

The CRM approach brings strategic recipes to carry out effective attraction and retention campaigns, B2B or B2C.

Creantis Marketing offers strategic recipes that will be put into action quickly and simply thanks to the campaign management features of our CRM software.

Success stories

82% of customers who leave do so due to poor customer service. For this reason, the number one priority of companies is to improve the customer experience.

The CRM approach brings principles and recipes to optimize customer interaction. The ITIL methodology brings good practices to effectively address complaints, claims, guarantees, post-sale, and other customer requests. Creantis Service is the combination of the CRM approach, the ITIL service process framework and our CRM software.

Success stories

Virtually all areas of a company serve internal customers. The most typical case is the IT area, which receives support requests and requirements from other areas. Human Resources, Logistics, Finance, also receive varied requirements that are not automated in a system. A collaborator can request an estimate of their taxes towards the end of the year, the projects area can request the creation of codes in the ERP to make a purchase order, etc.


Our help desk solution allows you to keep track of these service requests and attend to all of them, allowing the company to operate quickly and creating a climate of high collaboration.

Success stories

The financial health of our companies depends on the speed and effectiveness of collections. The delay in the payment of invoices, bills and other documents, puts the operation of the company at risk. The ERPs can tell us what the accounts receivable are, but they do not help to collect them. Our collection solution allows proactive actions to be taken by notifying customers in advance of upcoming bill due dates; allows you to track the payment of overdue invoices; record payment commitments; negotiate partial or package bill payments; and escalate to assertive and judicial collection stages.

Success stories

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