The great guide for beginners

Customer relationship management, or CRM for short, is about putting your customer’s needs at the heart of all business processes.
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Basic goals are customer acquisition and customer loyalty. For this purpose, you not only formulate an individual CRM strategy, but can also be supported by a suitable CRM system in customer-friendly process design. With the following information, we want to make it easier for you to get started in the world of CRM and provide you with practical tips and tools.

What is a CRM system?

Detailed definition

CRM definition

There is no “the-one-and-only” definition of a CRM. CRM is not an isolated instrument, but is part of the company’s philosophy and is part of the business processes. Therefore, the respective structure of the company determines the individual CRM definition. Read more about CRM goals, forms and strategies in our detailed CRM definition.

CRM bedeutet Customer Relationship Management

Five short definitions of the CRM term

1. CRM

CRM (Customer Relationship Management) is the orientation of a company towards its customers. The basic goals are customer acquisition and customer loyalty. Therefore, CRM is concerned with shaping business processes around prospects and customers. By collecting all relevant data with a CRM software, marketing can be tailored to the needs of customers and is therefore called relationship marketing. This management concept enables the increase of the company’s success.

2. CRM software

CRM software supports the optimization of customer relationship management. It records all relevant customer data and transactions in a structured manner and thus relieves the burden on the various divisions that are related to customers. The software increases the efficiency of all areas and relationships. For example, CRM software can be used to create offers for individual customers or customer groups individually. Or the company increases customer loyalty by tailor-made service.
Further information can be found here: CRM in Sales , CRM in Marketing, CRM in Service.

3. CRM Introduction

The CRM Introduction deals on the one hand with the implementation of CRM software in the company and on the other hand with the design of customer management processes. The typical CRM project is divided into seven phases: analysis of requirements, technical implementation, pilot operation, user training, reorganization, roll out and acceptance.

4. CRM Forms

Analytical CRM: Evaluation of data from the operational business on the basis of KPIs for the evaluation of requirements for the products.

Operational CRM: The supporting function of the CRM system for the departments for establishing contact and maintaining customer relationships.

Collaborative CRM: Deals with cooperation within the company and with external partners.

Communicative CRM: Controls all communication channels with a focus on the customer.

5. xRM

xRM (Any-Relationship-Management) is based on CRM (Customer-Relationship Management) and deals as a further developed form with the design of relationships with all contacts of a company (customers, partners, suppliers, employees, machines). This includes all linked tasks such as projects, contracts, logs, inventory, etc. More information about xRM

Areas & Industries

for the use of a CRM system

Who is a CRM suitable for?

Do you wonder if your employees need a CRM at all? And if so, are everyone really?
Find out in our blog article Who needs CRM?, which divisions benefit from a CRM system. Here is an overview:

Many departments, as


Event management

Finance & Accounting


Employee development

Public administration

Service & IT


Central management

All operating sizes

Groups & Groups

medium-sized companies

Small Companies & Start-ups

What is a CRM system? 1

Benefits of a CRM system

What does a CRM system bring to your company?

CRM systems offer numerous benefits for you and your employees. They promote transparent, team-oriented work, increase the efficiency of your departments, and provide key metrics for analysis and conclusions. All of this helps you to bind existing customers more closely to them and to generate new customers.

Read more about the Benefits of a CRM system in our blog article.

Functions & Properties of a CRM System

How does a CRM system work?

A CRM system serves as a central anchor point for your company, where data about your customers and prospects is stored.
In addition, you can use a CRM system to track interactions and form and maintain long-term customer relationships. The system can also be used to organize business relationships with partners and suppliers. The CRM system helps you grow your business.


You store your customers’ service requests, preferences, and contact details. You keep phone calls, emails, meetings and presentations and take notes, files, appointments, contracts, products and other plans directly in the electronic customer file.

This allows their employees to quickly access all the latest information in order to provide and advise your customers individually with relevant content for them. You benefit from an easy, manageable workflow, while customer base and corporate profits grow. Sales no longer misses opportunities. Extensive knowledge of your customers also supports him in the perception of cross-selling and up-selling opportunities. Marketing knows your potential customers well and addresses them with precision. The quality of the service increases, thanks to fast response times and extensive background information on the customer request.

What are its essential characteristics?

A CRM system serves as a central anchor point for your company, where data about your customers and prospects is stored.
A CRM system brings versatile features and features that support your business at a variety of stages of the business process. Some properties serve as the basis for central and transparent communication within the company. Others provide targeted support for sales, marketing and service as well as their targeted exchange. Read the blog article Properties of a CRM system in detail how the software supports you and your employees.

Choosing the right CRM system

How do you make the right choice?

When choosing your CRM system, it’s important to think about what your business needs. This means that they should look at your processes, structures, and business processes and identify where functions of a CRM can be helpful and which they can do without. From there, it is much easier to define your must-haves and thus exclude or include providers.

Valuable tips for CRM comparison

Our blog article 9 Questions about CRM comparison helps you ask yourself the right questions before you start selecting providers. You can also use our Checklist to compare the capabilities of different providers.

Introduction of a CRM system

Once a CRM system has been selected, a competent consultant is at your disposal. Nevertheless, there are still some pitfalls hidden in the process of implementing the CRM system. Read our blog article The 7 phases of the introduction of a CRM system to find out what to expect now and what to look out for.

The right use of CRM systems

Dos & Don'ts After CRM Introduction

1. DON’T: CRM is not just software

Don’t forget that CRM isn’t just about integrating software into your business, it’s more about implementing the CRM strategy.

2. DO: Pulling employees along

The CRM project stands and falls to my employees. Involve your employees’ input, make sure employees are aware of the benefits of CRM and receive the appropriate training to deal with the new software system.

3. DO: Evaluate the system regularly

A CRM lives and grows with your company. Therefore, it is important to periodically review CRM system and strategy with regard to processes, users and technology and, if necessary, to consider updates.

4. DON’T: Expect ROI directly

The ROI of your CRM system will not occur overnight. This is a process that takes time. However, before you introduce it, consider what data you can use to check THE ROI (e.g. customer satisfaction). You will see that success will come.

5. DO: Communication!!

Maintain open communication with your employees and the CRM team. If difficulties or suggestions for improvement are not heard and discussed, CRM will not be able to work optimally for your business and will not bring the success you desire.

The CRM software of GEDYS IntraWare

Are you looking for a CRM system?

Are you planning to introduce CRM into your company for the first time? All of the above insights into the world of CRM are based on our 30 years of experience in this field. We not only share this experience with you, but also continuously incorporate it into our software and service to create products for our customers that are optimally tailored to their needs. With this and with our competent advice, nothing should stand in the way of your CRM success.