The top 15 properties of a CRM system

Published: February 20, 2025

Last update: October 27, 2025

The features of a CRM system are versatile and are constantly evolving. We list the core functions of conventional CRM software here and deliberately differentiate between them. However, it is important to understand that CRM systems are primarily used to promote communication between different departments. In this way, they provide a complete overview and support of the customer journey.

General features of a CRM system
Functions for sales as fundamental features of a CRM system
Important features of a CRM system for marketing
Functions in the CRM system for competent service
Appendix

General features of a CRM system

Central company & contact management

You collect all your customers' contact data, from their address to their personal preferences, in the electronic customer file. You retrieve these centrally from a database. New customers are easily created with practical quick entries. The CRM system even protects against duplicates.

Coordination of appointments & tasks

A CRM system usually offers functions for coordinating internal and external appointments. This usually also includes group appointments, which is particularly practical for coordination in teams. This also includes the management of tasks. These can then usually be assigned to a specific person or team within a project, for example.

Internal & external communication

Many CRM systems include instant messaging functions. Or functions for sharing relevant content. This supports the exchange between employees, but also customers and partners. Please also note the topic of time management.

Email integration

Does your company already work with certain email clients or automation software? Then it often makes sense to integrate these into the CRM system (see video: CRM-Outlook integration). You save work steps in the workflow. In addition, the data obtained can be used for evaluations within the CRM system.

Dashboard functions, reports & analyses

Dashboard functions are incredibly practical for the individual flow of information. They can be used to easily call up figures, forecasts and reports depending on the department and corresponding relevance. But they can also be expanded with useful widgets*. Dashboards are particularly suitable for executives and managers to maintain a constant overview.

Functions for sales as fundamental features of a CRM system

Opportunity management & sales control

You track step by step how your lead becomes a customer. You qualify customers, create pipeline activities, tasks and targets. No sales opportunity is lost with resubmissions.

Quotation management

Quotation tools make it easier to create quotations. Even on site at the customer's premises. By using business rules and automated calculations, discounts, for example, can be included. This means that special prices for customers cannot be lost.

Reporting, analyses and forecasts (forecast, pipeline), business intelligence (BI)

The collected data can be easily evaluated using reporting, analysis and forecasting functions. The results can then be viewed quickly. Managers and executives can thus make necessary decisions at short notice based on current data.

Important features of a CRM system for marketing

Lead management

It should support marketing in collecting and enriching leads from campaigns, events or the website, for example, and forwarding them to sales. The latter processes them further. Insights from data analyses help marketing to narrow down target groups more precisely and identify sources of valuable leads. (See also the video: Optimal support from lead to order)

Marketing automation

Marketing automation functions make it easier for employees to plan, implement, track and evaluate successful campaigns or events. Tracking functions can also generate leads and provide valuable information about potential customers. Standardized templates and transparent material management ensure a "one customer" approach.

Functions in the CRM system for competent service

Case & skill management

It is particularly important for the service department to keep track of customer service requests. They need to respond as quickly and positively as possible. The CRM system helps with this by automatically answering incoming emails. The customer feels noticed.

Service ticket

A service ticket is created for each case, which can be processed one by one. If the case data is recorded correctly, the service ticket is then assigned directly to the relevant service employee.

Self Service

Self-service is often referred to in automated reply emails. Customers can often help themselves with the relevant information. This makes the customer happy because there is no waiting time. It also has a cost-reducing effect on the company, as fewer staff have to be paid, etc.

Complaints & complaints management

Similar to case management, a CRM system provides support here with storage, overview and prioritization functions in order to guarantee that the problem is resolved or dealt with promptly.

Field service and skills management

Functions in the CRM system are extremely practical for organizing the service field service. Thanks to centrally available information, it is quick and easy to see when which field service employee is available. But also whether they have the required skills (skills management).

Satisfy customers

Appointments can be easily arranged and the customer will most likely be helped promptly. Customer satisfaction is an important keyword here.

IT helpdesk

A helpdesk ensures optimum support for your employees. This means that problems can be resolved quickly and the focus remains on the customer.

Appendix

The detailed CRM checklist Requirements overview shows you more details about the features and CRM processes of a CRM system.

*Information from other sources and actions that are related to the CRM data called up. These can often be easily configured in the CRM itself.

The top 15 properties of a CRM system

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