Gestión de relaciones con clientes (CRM)
CRMpracticeAlso known as: Customer Relationship Management; CRM System; Customer Management System
La gestión de relaciones con los clientes (CRM) es la estrategia, los procesos y la tecnología que se utilizan para gestionar las interacciones y los datos en las relaciones con clientes potenciales y actuales.
Technical explanation
CRM systems commonly store account and contact records, activities, opportunities, service cases and consent-related attributes while supporting workflow, reporting and integrations. CRM is broader than the software: data governance, process design, ownership and user adoption determine whether the operating model works.
Business relevance
CRM provides a shared operational view of relationships, helping sales, marketing and service teams coordinate work, forecast activity and maintain accountable follow-up.
Implementation example
A consultancy records each organisation, contact, opportunity, meeting and support request in a CRM, assigns ownership and synchronises qualified lifecycle events with marketing automation.
Limitations and common misconceptions
A CRM is not automatically a complete customer view or source of truth. Duplicate records, weak permissions, inconsistent processes, low adoption and poorly governed integrations can make reporting and automation unreliable.
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