What is a CRM system?
CRM stands for Customer Relationship Management. A CRM system is a platform that helps businesses manage all their interactions with current and potential customers. It stores contact details, tracks communications, logs purchases and helps streamline everything from marketing to customer service — all in one place.
In other words, a CRM system makes it easier to build and maintain strong relationships with your customers, which is essential for long-term business success. Today’s customer relationship management software is built to do much more than manage contacts — it supports the full customer journey.
How CRM software works in your business.
Instead of storing customer data across different systems — bookings in one place, contact details in another, and payments somewhere else — CRM software keeps everything connected. It gives you one complete view of each customer, so you can easily track their interactions and tailor your service to suit their needs.
From the first contact through to ongoing communication, CRM tools help you personalise messaging, automate follow-ups and build stronger relationships. Many systems even track things like browsing behaviour, purchase history or service queries to help you improve the customer experience at every step.
The best CRM platforms grow with your business. Whether you’re managing 10 clients or 10,000, they help you stay organised, save time and deliver a better experience without the admin overload. This kind of contact management tool helps streamline workflows and makes it easier for sales and marketing teams to collaborate and act on insights from your CRM data.
Benefits of using a CRM system <H2>
A CRM system does more than store contact details — it helps you manage customer relationships more effectively and run a more efficient business.
Here’s how CRM software supports your day-to-day operations:
1. Personalised communication.
See what each customer has purchased, how they’ve interacted with your brand and tailor your messaging to suit their interests. This makes satisfied customers feel valued and understood.
2. Stronger internal collaboration.
With shared access to customer files, team members — including sales reps and support staff — can easily step in for one another and maintain consistency.
3. Smarter sales and marketing.
Use CRM analytics to spot buying patterns, see which products are frequently purchased together, and track which campaigns drive conversions. Sales and marketing efforts become more aligned, resulting in better leads and higher conversion rates.
4. Less admin, more impact.
Automate tasks like appointment reminders, follow-up emails and customer feedback requests. This enables your sales teams to focus on higher-value activities.
5. Big-picture strategy.
Over time, your CRM becomes a valuable source of business intelligence. Use CRM data and predictive analytics to forecast demand, fine-tune your sales process, and identify new opportunities for growth. This also helps increase customer lifetime value and builds greater brand loyalty among your existing customers.
RELATED: Customer loyalty: How can your small business keep them coming back?
Types of CRM systems.
There are three main types of CRM systems, each designed to support different parts of your business:
1. Analytical CRM.
Focuses on data and insights.
Use this to analyse customer behaviour and campaign performance. Great for marketers and business owners focused on long-term strategy and predictive analytics.
2. Operational CRM.
Designed to streamline everyday tasks.
Handles day-to-day tasks like sales automation, follow-up and service workflows. Ideal for driving growth and supporting your sales process.
3. Collaborative CRM (also known as strategic CRM).
Makes customer data accessible across departments.
Also called Strategic CRM, this type makes customer data accessible across departments — from sales to customer service — so everyone stays in sync.
Key features to consider in a CRM system.
When choosing a CRM platform, it’s not just about storing contacts — it’s about finding the right tools to help your business grow. Here are some common CRM features that deliver real value:
Marketing automation.
Automatically send emails, texts or follow-ups when a customer takes action.
Appointment and booking tools.
Let customers book online, get reminders and manage their own appointments.
Customer self-service.
Let clients access invoices, pay online or request support via a portal.
Location-based services.
Target campaigns based on physical location using GPS integration.
Lead management.
Track leads from first contact to sale, all in one place.
Workflow automation.
Automate repetitive admin like billing and follow-ups.
Analytics and reporting.
Use CRM tools to track performance and uncover trends in real time.
Most CRM platforms include tools for appointment scheduling, email marketing, lead tracking and analytics. These features help you manage customer interactions, personalise experiences and operate more efficiently.
RELATED: CRM-based appointment scheduling: Streamline your bookings and boost efficiency.
How do you use a customer relationship management system?
Using a CRM system doesn’t have to be complicated — especially if you choose one designed for a small business. Here’s how to get started and make the most of your CRM tools:
- Import your customer data – Bring in contacts, purchase history and any notes
- Set up your automations – Use workflows for follow-ups, reminders or welcome emails
- Customise your dashboard – Tailor the system to your needs (sales, marketing, support)
- Train your team – Ensure everyone, including your sales team, knows how to update records and manage leads
- Track your results – Use CRM reporting to refine what’s working and improve over time.
RELATED: 5 ways a CRM system can improve your business
What is the best CRM for your small business?
The best CRM software depends on your business goals, size and workflow — there’s no one-size-fits-all answer. But look out for:
- Ease of use – Simple interface & minimal training
- Customisation – Can be tailored to suit your team and process
- Scalability – Grows with your business
- Built-in automation – Saves time by automating routine tasks
- Ongoing support – Reliable help and product updates
Many platforms offer free trials so you can find the right fit before you commit.
Questions to ask before choosing CRM software.
When you’re in the midst of researching CRM systems, ask yourself the following:
- What are my main goals for using a CRM system?
- Which features are essential to my business?
- Can I easily import my current data?
- Will this CRM integrate with my existing tools?
- Does the provider offer support and training?
- Will this system grow with my business?
- How will I measure ROI?
Remember that taking the plunge without a well thought-out plan could lead to paying for a system that just isn’t right for your business – so it pays to do your homework ahead of time!
Organise your customers and your business.
With all of your customer information in one place, it makes sense to keep all of your business in one place too.
Thryv is an all-in-one platform built for small businesses in Australia. It includes CRM tools, quoting and invoicing, booking systems customer communication and more — so you can spend less time on admin and more time growing your business.
Want to see it in action? Get a demo and discover how Thyrv could work for you.
