Term · Custom software
CRM system
In a CRM system you keep track of everything about your customers in one place: details, contact moments, quotes and appointments.
In short
CRM stands for customer relationship management: managing your customer relationships. A CRM system is software in which you keep customer details, conversations, quotes and tasks in one place. That way everyone in the team sees the same information.
What is a CRM system?
A CRM system is software in which you keep track of all contact with customers and potential customers. CRM stands for customer relationship management: managing your customer relationships.
A CRM holds the details of companies and contact persons. You see what has been discussed, which quotes are open and who needs to do what. Examples of CRM packages are HubSpot and Salesforce. AFAS and Exact Online also have CRM functions.
How does a CRM work?
Each customer has their own record. Emails, notes, quotes and appointments go onto it. In many CRMs you also track sales opportunities: for each opportunity you see which stage it is in, from first contact to order. Tasks and reminders help you not to forget a follow-up.
Example in an SME
Made-up example
A technical company receives enquiries via email, phone and the website. Right now they are in three inboxes and a notebook. In a CRM, every enquiry goes onto one list, with who is picking it up and when the quote needs to go out.
What should you watch for?
- Integrating. A CRM works best when it works together with your email, your website and your accounts. Check whether the package has an API or standard integrations. An API integration can then, for example, pass a signed quote on to invoicing.
- Agreements in the team. A CRM is only as good as what is in it. Agree who fills in what.
- Personal data. A CRM holds names, email addresses and phone numbers. Then the GDPR applies. Do not keep more than necessary.
For many businesses, a package is enough. If you work in a way that no package follows well, a custom CRM is possible. Read more under custom software. Are enquiries left waiting at your business? Then read Customer questions are left waiting.
Frequently asked questions
What is the difference between a CRM and an ERP?
A CRM is about customers and sales. An ERP is about the whole business operation: purchasing, stock, finances and often customers too. Some ERP packages have a CRM built in.
Is a spreadsheet enough as a CRM?
For a handful of customers and one user, sometimes yes. If several people work in it, or you want to see what has been discussed, a spreadsheet often gets you stuck.
Sources: Salesforce: what is CRM? (in Dutch), HubSpot CRM, AFAS: CRM (in Dutch) and Exact Online (in Dutch). Consulted on 7 October 2026.
Written by Bart van Engelenhoven Founder of Uniekaiconsultancy in Ede, the Netherlands. Bart analyses how SMEs work and builds software, integrations and AI applications himself. Last updated: 7 October 2026
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