CRM (Customer Relationship Management) is simultaneously a type of software and a management discipline. As software, it manages customer information, interaction history, the commercial pipeline, marketing campaigns and after-sales activity. As a discipline, it is the practice of treating customer relationships as systematically managed assets, not merely transaction records.
In B2C retail, CRM typically links to loyalty programmes, a customer card, purchase history, and segmentation for campaigns. In B2B, CRM focuses on the commercial pipeline (opportunities, proposals, contracts) and account management (who is the right stakeholder, when was the last contact, which product is being discussed). The two are not the same reality.
The MULTI ERP integrates a basic CRM; for customers who need a deeper CRM, INFOS implements external solutions (Microsoft Dynamics, Salesforce) with integration into the INFOS ecosystem. The KORA Sales Suite covers the sales rep on the move with near-CRM features — customer history, credit limit, contacts, visit notes.