What does it mean

CRM is an acronym for Customer Relationship Management. In Slovak, this term is commonly translated as Customer Management System or customer relations. It is a system that helps companies manage interactions with current and potential customers.

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Why is CRM important?

CRM systems allow companies to improve customer satisfaction, thereby increasing sales and optimizing marketing strategies. The fundamental task of CRM is to systematically collect, and enable efficient analysis of customer data, work with them, which allows a better understanding of their needs and behavior. The best CRM systems even allow intelligent sorting, reminding, and working with customers using AI.

How does CRM work?

CRM systems integrate information from all contact points (e.g., websites, emails, social media, phone calls). They allow tracking the history of interactions with customers, managing sales processes, and analyzing data for strategic decisions.

Examples of CRM use:

Customer support: Tracking, resolving, and analyzing customer inquiries and issues.
Marketing: Personalized campaigns and targeted outreach with a custom offer based on the analysis of customer preferences.
Sales: Automation and optimization of sales processes to increase efficiency.

Benefits of CRM:

Better understanding of customers: Detailed information about customers, keeping history and their preferences in one place.
More efficient processes: Automation of routine tasks and improved collaboration between teams. Systematic approach, reducing the potential loss of valuable customer information
Increased productivity: A unified platform for managing all customer interactions in one place ensures increased employee productivity, as they do not lose time or important context.

Who should use CRM?

CRM is suitable for all types of businesses, from small companies to large corporations, B2B and B2C segments. It is most beneficial for companies that want to improve relationships with customers and increase their competitiveness.

Of course, a small startup can temporarily get by with simple management of this information in spreadsheets and can do without CRM at the beginning. However, as the volume of sales, customers, or team members grows, this need will become much more significant, to the point where CRM becomes an absolute necessity. The threshold for switching to CRM is very individual, but generally, if you reach the point where you lose personal contact with each customer, you need CRM.

The most famous CRMs on the market


Salesforce is one of the most popular and widespread CRM systems in the world. It offers a wide range of tools for sales, customer support, marketing, analytics, and other business processes.

Key features: Sales automation, customer tracking, personalized marketing campaigns, analytics and reporting, integration with other systems.

Microsoft Dynamics 365

This CRM system from Microsoft offers integrated solutions for sales, marketing, and customer support, focusing on connecting all business processes.

Key features: Integration with Office 365 and other Microsoft products, workflow automation, advanced analytics and AI features, customizability.

HubSpot CRM

HubSpot CRM is known for its ease of use and is often used by small and medium-sized businesses. It offers a free version with sufficient features for many companies.

Key features: Tracking of sales activities, email automation, contact management, reporting, integration with HubSpot's marketing and support tools.

Zoho CRM

Zoho CRM offers a wide range of features at an affordable price, making it popular among small and medium-sized businesses.

Key features: Sales process automation, contact management, analytics and reporting, integration with other Zoho applications, AI tools.


Pipedrive is a CRM system focused on visual tracking of sales processes. It is popular among small and medium-sized businesses for its intuitive interface.

Key features: Visualization of sales pipelines, task automation, communication tracking, reporting, integrations with other tools.

Freshsales (Freshworks CRM)

Freshsales is part of the Freshworks platform and is known for its user-friendly features and affordability.

Key features: Contact and lead management, sales process automation, integration with email and phone systems, analytics and reporting.


SugarCRM offers customizable solutions that focus on improving customer relationships and automating sales processes.

Key features: Sales automation, customer management, marketing campaigns, analytics and reporting, customizability.

SAP Customer Experience (SAP C/4HANA)

SAP C/4HANA is part of the SAP ecosystem and offers a robust CRM solution for large enterprises that need integrated solutions.

Key features: Automation of sales and marketing processes, customer management, advanced analytics and AI, integration with other SAP solutions.

How to choose a CRM

Choosing the right CRM system is key to successful customer relationship management and improving business processes. Here are some steps that can help you choose the right CRM:

1. Define your needs and goals

Identify the main problems you want to solve with CRM. Determine which features and tools are most important to you (e.g., customer tracking, marketing automation, contact management, data analysis).

2. Set a budget

Determine how much you are willing to invest in a CRM system. Consider not only the cost of the license but also implementation and training.

3. Explore available options

Conduct a survey of various CRM systems on the market. Focus on reviews, features, and ratings from other users. Create a list of potential CRM systems that could meet your needs.

4. Try demo versions

Most CRM systems offer free demo versions or trial periods. Try several systems to find out which one suits you best.

5. Consider integration

Check if the CRM system can easily integrate with your existing tools and software (e.g., email client, accounting system).

6. Consider UX - user experience

The CRM system should be intuitive and easy to use. Involve your employees in testing and get their feedback.

7. Support and training

Find out what level of support and training the CRM system provider offers. Quick and efficient support can be key to successful implementation and use of the system.

8. Security and compliance

Make sure the CRM system meets all security requirements and data protection regulations (e.g., GDPR).

9. Compare costs and benefits

Create a table with costs and benefits for each of the options. It will help you better evaluate which system is most suitable for you.

10. Ask for recommendations

Reach out to other companies or experts in the field who have experience with CRM systems and ask them for recommendations.

Choosing the right CRM is an important step for effective customer relationship management and improving business processes. Thorough research and analysis of your needs will help you find a solution that best meets your requirements.

When choosing a CRM system, pay attention to:

  1. Licensing costs: Consider not only the price of the license but also implementation and training costs.
  2. Number of users: Select a system that allows you to add the required number of users.
  3. Number of customers: Ensure the system can manage your volume of customers.
  4. Automation: Check if the system offers automation of routine tasks.
  5. Advanced features: Look for features like analytics, AI, and personalization.
  6. Language support: Make sure the system supports your language.

CRM systems are invaluable tools for effectively managing customer relationships, improving sales, and optimizing marketing strategies. Integrating CRM into your business can lead to higher customer satisfaction, better understanding of their needs and behaviors, and ultimately, long-term growth for your company. With CRM, you can automate routine tasks, centralize information, and improve team collaboration, significantly boosting your productivity.

If you're ready to take a step towards more efficient customer relationship management and need expert assistance in selecting and implementing the right CRM system, don't hesitate to contact us.

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