Digitalisering
26. november 2025
What is CRM? And what can you use a CRM system for?
CRM is a term for all the systems, strategies and methodologies a company can use to manage its relationships and interactions with current and potential customers.
Indhold
Hvad er CRM? Forskellen på CRM og CRM-system Hvad er et CRM-system? CRM i praksis Fordele Valg af CRM-system Hvad skal det koste?CRM stands for “Customer Relationship Management”. Its purpose is to help companies understand their customers better, improve customer satisfaction, and thereby increase revenue by building a larger and more loyal customer base founded on long-term customer relationships.
In everyday speech, the term “CRM” is often used to mean a CRM system, because without a system to work with your customers, you leave everything to a dry Excel spreadsheet—which is neither scalable nor sustainable in the long run.
What is the difference between CRM and a CRM system?
CRM = the strategy or approach a company uses to work with customer relationships.
CRM system = the tool or software the company uses to support its CRM approach in practice.
What is a CRM system?
A CRM system is a piece of software that helps collect, store and analyse customer information, such as:
- How you acquired the customer (sales, lead generation, networking, etc.)
- Contact details
- Purchase history
- Communication with customers
- Interest analysis
- Master data
All of this to improve a company’s ability to manage customer relationships.
Ultimately, a CRM system can ensure that you manage your customer portfolio better—on time and with the right data to support your efforts.
A CRM system helps support all of your company’s activities related to customers and potential customers.
What can you use a CRM system for in practice?
A CRM system only becomes truly valuable when it becomes part of everyday work. Instead of being a static customer directory, CRM becomes the shared platform where everyone works from the same knowledge about the customer.
CRM in sales – Control of pipeline and follow-ups
CRM in marketing – Better segments and more relevant communication
CRM in customer service – One consolidated customer history
The CRM system thus becomes the shared place where you work from the same knowledge about customers and the next steps in the relationship. And precisely because it brings all that work together in one place, it comes with a number of very concrete benefits.
Hvad er forskellen på systemer (ERP, PIM, CRM)?
Vælg system nedenfor, og læs mere om, hvad de forskellige systemer er, og hvad de er gode til.
CRM
CRM is an abbreviation for “Customer Relationship Management”. CRM systems are therefore systems from which you manage all information about your customers, such as documents, dialogues, history, and customer-related information.
The purpose of a CRM system is to help companies understand their customers better and improve customer satisfaction, thereby increasing revenue by building a larger and more loyal customer base founded on long-term customer relationships.
Good for:
- Consolidation of customer data
- Systematically working with and managing existing and potential customers
- Increasing sales (share of wallet) to existing customers
ERP
ERP is an abbreviation of ‘Enterprise Resource Planning’ and is a term for software platforms from which you manage and handle key parts of a company’s processes and resources, such as products, finance and order management.
ERP systems are most often used by companies where data and information must be managed across sales, inventory, purchasing, production and much more.
Good for:
- Inventory management
- Financial management
- Order management processes
PIM
PIM is an abbreviation for ‘Product Information Management’, and as the name indicates, a PIM system is a central system where companies collect, organise and maintain all product information.
A PIM system is used to have one place where product information is maintained and distributed to other systems such as webshop, apps, catalogues, etc.
Good for:
- Managing product information
- Distributing product information to external systems
- Reducing marketing debt by maintaining product information
Benefits of having a professional CRM system
The list of benefits is long, so I have included the ones I consider most important:
1 – Centralised management of information
One smart thing about having a dedicated system to manage your customer relationships is that you can manage information centrally. So if some customer information changes, you only need to change it in one place, and the entire organisation sees the same thing—this is NOT necessarily the case with an Excel spreadsheet.
2 – Improved customer experience through collaboration and integrations.
In line with the above, a CRM system gives you improved collaboration.
CRM systems make it possible to share customer information across the entire company. They also allow you to integrate the system with other systems so that information, tasks and the like are shared with people in the organisation in the other software they use to do their work.
These can be integrations such as:
- Email-calendar integration that adds activities to relevant employees’ calendars.
- Integration with the accounting system so bookkeeping can take place.
- Integration with Analytics tools that make it possible to send data to marketing and sales that says something about the composition of the business.
- etc.
This naturally makes it easier for employees to collaborate and ensures that customers receive consistent service regardless of who they interact with.
3 – Increased efficiency within and across teams
A CRM system makes it easier to automate routine tasks within and between teams. This can be things like sending email reminders to customers, adding meetings to the calendar, ensuring sales receives all leads from marketing, filling out reports, etc.
All of which frees up time to focus on more important tasks that deliver higher value when handled manually.
4 – A better customer experience through personalised service
A CRM system can help you collect and organise customer information, making it easier to understand their needs and preferences.
This can result in a better customer experience, as it makes it easier for you to offer your customers personalised service and support based on their specific business case.
5 – You can make better, data-driven decisions
The right CRM system enables you to collect and analyse customer information so that, as a company, you can make better-informed decisions based on data and not just gut feeling.
For example, choosing not to let a customer buy a service because they are poor payers, or increasing your focus on a given customer because their activity has increased.
However, this requires that the data you enter into the CRM system is actually correct and complete. This is where your tracking on the website, campaigns and forms plays a major role.
6 – Increased revenue
The last one almost speaks for itself. By having a CRM system, with all the benefits it brings, the company can build stronger, longer-lasting relationships with its customers, which can lead to increased loyalty and higher ‘Customer Lifetime Value‘ because your customers buy from you more than once.
Which CRM system should I choose?
There are countless CRM systems on the market with widely different features and prices. So you will not gain anything from me listing 400 software solutions.
And the question of which one you should choose depends very much on your business case.
Therefore, I have instead listed some of the most popular systems below, along with what each of them is good for:
Salesforce
HubSpot
Microsoft Dynamics CRM
Zoho CRM
Pipedrive
Morningtrack
Yes, yes, that all sounds great—but what does a CRM system cost then?
The price varies enormously, and just like the price of a booking system, the price primarily depends on the features and modules you get or choose to add.
The price ranges from DKK 175 to DKK 7,500 per month per user.
Note that the price of a CRM system is not only your licence, but also, to a large extent, the cost of integrating the system with your other solutions, as well as support and maintenance.
