Najdôležitejšou súčasťou vášho biznisu sú jednoznačne vaši zákazníci. Keď o nich prídete, prichádzate automaticky o zisk. V časoch tvrdej konkurencie je boj o zákazníka dôležitejší než kedykoľvek predtým. Preto by ste sa mali zamerať na spokojnosť vašich klientov. S tým vám môže pomôcť CRM systém.
What is CRM?
The article was revised and updated in May 2026. Check with specific service providers for technical information.
CRM (from English Customer Relationship Management) is a system on building relationships with customers. This acronym hides many ways of building such a relationship, from its creation (acquiring a customer), through product sales, satisfaction with your products, communication with customers, to sending advertising offers and various coupons. The goal of deploying a CRM system in your company or e-shop is not only to gain new customers, but also to take care of their satisfaction, specific offers, remarketing, or communication with clients.
The advantage of the CRM system is that it collects information about each and every customer. However, it also processes data on all your customers. It is thus an excellent tool for grouping contacts and necessary information, which can be used for general advertising campaigns, but also for specific needs when communicating with one customer. Thanks to this, you can see at any time what products a given customer has bought from you, what kind of communication you have had with him, or how much money he has already spent with you. You can then filter customers according to the selected criteria and thus create, let's say, different groups of clients that you can address with different types of advertising.
The connection to other company systems – accounting, marketing, invoices, social networks and the like – is also a huge benefit. It is thanks to these connections that the CRM system can gather such complex information about your customers. For example, the system can alert you when you should contact the client with a satisfaction questionnaire, or when you can offer him another product (or use remarketing). CRM saves you a lot of time, makes your work easier and can bring new customers to your company or improve the relationship with existing clients.
CRM in the B2B segment
However, CRM systems are not only an excellent aid in selling products and contacting your customers, but also business partners. In one place, you can gather information and contacts about your business partners, remind yourself of the dates of your meetings, or manage information about individual companies. The use of these systems is thus truly multi-purpose and versatile.
CRM as a tool for increasing sales
The amount of information these systems can aggregate makes them very powerful tools. You can use them not only to acquire and care for customers, but also to increase your sales. From the statistical data of these systems, you can obtain information about the most important sources of visits to your e-shop. However, you can also select which products are the most profitable for you and what people buy most often in your e-shop.
You can also address your customers with special promotions - for example, on their birthday, a month or a year after the purchase of a product, or on the anniversary of their first purchase from you. By adding discount coupons or personalized promotions, you can easily win them over and they will be happy to buy from you again.
What should a CRM system contain?
The right CRM system should contain several important information and functions. It is mainly:
- quick overview of the user, which you can view the moment a customer calls you or you want to approach him with another offer,
- automatic notifications for important events (birthdays, purchase anniversary, ...), which you can use to increase your sales and the satisfaction of the customer himself,
- API for connection with other company systems - especially the e-shop platform.
- filtering option information about customers, which you can use when creating new advertising campaigns,
- analysis customers, sales, groups of clients or individual products that you sold,
- B2B functions, which you will use when communicating and building relationships with your business partners,
- security, which guarantees that all collected information is protected from cyber attack or damage.
Of course, each company has specific requirements. However, today there are many solutions that offer different functions and gadgets. It is only important to choose correctly.
How to choose the right CRM system?
There are a large number of customer care systems on the market that offer varying amounts of functionality at different price points. We have practical experience with the application of the Slovak system Raynet CRM, but we also often recommend task-management software to our clients Asana.com, whose functions can be transformed for your needs. However, each of these systems is specific and suitable only for a certain group of companies.
If you therefore do not know how to orient yourself in the complex offer of CRM systems, contact us and we you with the selection and application of such a system to your company system or e-shop we are happy to help.
