What is CRM?

CRM: A practical definition

CRM is a business management approach that aims to build customer loyalty and maximize their profitability, that is to say that the client buys frequently, that he recommends us with other clients, and in this way increase sales. For this approach to be successful requires agile processes, service-oriented personnel and customer management software.

Good practices

CRM stands for Customer Relationship Management. Companies engage with their customers through marketing, sales, customer service, and even collections. To manage these relationships effectively, CRM offers a set of best practices in the execution of these processes. These good practices are proven recipes to generate more leads; getting the sales force to close more sales in shorter terms; and improve the service so that the customer feels satisfied.


A customer becomes loyal when they feel delighted in every interaction they experience with a company. A customer becomes loyal when they feel delighted in every interaction they experience with a company. This personalization is only possible when we know the customer well, that is, when we know their profile, their needs, their buying habits, the level of service it requires, among other aspects.

CRM Software

And this is where technology, a CRM software like vtiger, is useful to manage a single database in which we record this data in an orderly, integrated, permanent manner. The analysis of this information allows us to classify customers according to their needs and create personalized offers.

CRM software has functions to automate the entire business cycle: Attract the customer, get him to make his first purchase, to buy increasing amounts and even to recommend us. Thus, the software has functions to execute direct marketing campaigns to specific segments; track sales opportunities and support our salespeople to achieve their goals; and fulfill service requests – complaints, claims, consultations, 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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