What is a CRM?

A CRM is a software platform that collects, consolidates, analyses and stores customer data from emails, text messages, website interactions and much more. This information helps businesses manage and nurture their relationships with individual customers or other businesses.

CRMs keep this customer data in one place, giving you a single source of truth for customer data, as well as marketing automation, customer service, and reporting and analytics.

Depending on whether you’re in marketing, sales, or customer service, a CRM can help you work more efficiently, create better experiences for your customers, or generate more revenue. Many CRMs also integrate AI-powered personalisation and insights so that you can improve communication across channels and throughout the customer lifecycle.

The term “CRM” gets thrown around a lot, though. You might hear people use it to describe everything from a simple contact list to an advanced platform that handles every aspect of customer management.

Where your CRM falls on that spectrum matters. Depending on how it gathers and organises your business data, it can help you get a step ahead of your customers and move from being reactive to being proactive.

What’s the difference between a B2B CRM and a B2C CRM?

Think about the last major purchasing decision at your company compared with the last time you bought something for yourself.

When you’re buying something for your company, you’re combing through demos, getting advice from your team, comparing pricing plans, and running it by your boss. Research from HockeyStack reveals B2B SaaS buyers engage in an average of 266 touchpoints before sealing the deal. The whole process can take weeks, or months, and there are dozens of people putting in their two pence along the way.

By comparison, making a consumer purchase might look like seeing an Instagram ad, checking out some reviews, browsing the website a few times, abandoning your basket (oops), getting a reminder email, and finally making the purchase—all within a few days or even minutes. According to Klaviyo’s 2025 online shopping report , 77% of omnichannel shoppers use three to four channels to research and make a purchase for themselves.

Both journeys generate vast amounts of information about what customers want and how they behave. Without a good system to track it all, this information ends up buried in spreadsheets, lost in email chains, or stuck in someone’s head. And when data is scattered, it becomes harder for customer-facing teams to collaborate, automate, and drive growth.

A CRM solves that problem for both journeys. But traditional CRMs were built for B2B sales cycles, not with B2C’s fast-paced purchasing behaviours and high-volume customer cases in mind. Here’s a breakdown of why that distinction matters:

Why do businesses need a CRM?

Although both B2B and B2C CRMs centralise customer data and improve team collaboration, they manage very different customer relationships and offer distinct advantages for each type of business.

For B2B businesses, a CRM :

• Improves customer satisfaction and long-term retention through personalised communication
• Uncovers insights from customer and prospect interactions that help you generate more revenue
• Provides shared access to data, encouraging collaboration between teams

For B2C businesses, a CRM :

• Brings together every customer interaction from across channels so you can tailor marketing messages at scale and offer timely support
• Improves the customer experience through personalised recommendations and top-tier customer service
• Drives business growth with improved marketing campaigns and automations, using real-time behavioural targeting and intelligent product recommendations
• Consolidates your tech stack from dozens of tools into a single source of truth, reducing costs and encouraging collaboration

Beyond the high-level differences between B2B and B2C use cases, here’s how each customer-facing team can use a CRM:

Why use a CRM for marketing?

Between email opens, social media DMs, website visits, and form submissions, marketing teams are overloaded with customer data. Trying to make sense of it all manually is nearly impossible, which may be why 44% of marketers made CRMs a top investment in 2025, according to Klaviyo’s 2025 State of B2C Marketing Report .

CRMs for marketing bring all these interactions together and automate messages such as follow-up emails, so marketers can focus on big-picture strategy. Here’s how that works in practice:

• B2B CRMs track marketing activities such as downloading whitepapers, attending events, and requesting demos at both contact and company level, helping teams identify high-quality leads. Similar to a B2C CRM, this data helps you send more personalised messaging to attract, engage, and convert your target audience.
• B2C CRMs centralise customer data from various channels so you can send personalised messages such as product recommendations based on browsing history, automatically follow up based on customer actions, and create customer segments for more targeted communication.

Both B2B and B2C marketing CRMs also have detailed analytics and ROI tracking so you can link marketing activities to revenue.

Why use a CRM for sales?

When sales teams manage dozens of opportunities at once, it’s easy for information to slip through the cracks. A CRM gives your sales team a complete view of every deal in your pipeline or customer purchase.

Here’s how it works, depending on your business model:

• B2B CRMs track every touchpoint—like discovery calls, demo feedback, and website visits—and automate outreach and follow-ups. This data helps you work out when a prospect is ready to buy, such as when multiple people from the same organisation keep returning to your pricing page.
• B2C CRMs track what individual customers have purchased and what they’re interested in, making it easier to suggest relevant products during future conversations and to identify upsell opportunities, such as showing which products customers typically buy together.

Why use a CRM for customer service?

Few things frustrate customers more than having to repeat themselves every time they contact customer support. And when your team is handling questions across email, phone, and chat, it’s tough to keep track of who said what and when.

According to Klaviyo’s 2026 customer service research, 62% of customer service teams use a CRM. It’s easy to see why: it brings together every support conversation in one place, so your team can stop digging through old email threads or asking customers redundant questions.

Here’s how service teams use CRMs:

• B2B CRMs track everything about each support ticket, such as which features the customer uses, what’s in their contract, and previous issues, to help customer service teams solve problems faster and look for upsell or contract renewal opportunities.
• B2C CRMs allow both AI and human agents to pull up someone’s purchase history, previous support interactions, and preferences right away, so customers don’t have to explain everything from scratch. Using a CRM that includes a helpdesk in the same system, you can also automatically send tickets to the right agent or trigger a follow-up message a few days later to check in.

What problems do CRMs solve?

Simply having a CRM doesn’t automatically deliver those benefits. You need to work out which specific challenges are holding back your marketing, sales, and customer service teams, such as:

Fragmented customer data

If your customer information is siloed—sales notes in one system, email history in another, support tickets somewhere else—no one on your team is getting the full context. And proving ROI is difficult when marketing, service, and sales data are disconnected.

A CRM that stores all this data in one place helps solve this challenge because:

• Sales teams know which customer questions have already been answered and which concerns still need to be addressed to close a deal or guide a customer towards making a purchase.
• Marketing teams can understand every interaction a customer has had with your business, then use that data to personalise future outreach and messaging. And they can quickly understand which marketing activities are actually driving revenue.
• Service teams can adjust their communication based on a customer’s history and preferred channels, and quickly access customer information from any source when they need it.

Hospitality company Eureka! Restaurant Group originally had their customer data scattered across five different platforms, which made it difficult for the group to attribute revenue to their email programme or segment based on customer preferences and activity.

After switching to a CRM that centralises all of their customer data, including data from their various integrations, Eureka! can easily target segments , such as people who have ordered whisky at Eureka!, to promote Whisky Club memberships.

Poor collaboration between teams

According to our State of B2C Marketing Report, nearly one in five marketers report collaboration challenges across sales, marketing, and customer service as the main barrier to achieving a unified view of the customer.

When customer-facing teams don’t work together from the same data, it creates internal inefficiencies and negatively affects the customer experience. This might look like sending mixed messages from marketing and sales, duplicating efforts between marketing and service, or investing heavily in marketing campaigns that aren’t generating revenue.

A CRM breaks down silos by giving every team access to the same customer data, so you can:

• Spot trends you might otherwise have missed.Marketing might notice engagement dropping while service sees ticket volume rising. Together, those signals point to a problem. On their own, they’re just noise.
• Make smarter decisions about where to focus effort. Shared dashboards show which customers are most engaged, which need attention, and which opportunities are slipping through the cracks, so every team knows who to prioritise.
• Improve the customer experience. Suppress marketing messages when customers are actively talking to customer support to resolve an issue, adjust marketing messages based on customer service interactions, or provide more personalised customer support interactions based on marketing data.

Tea brand Harney & Sons had a fragmented service and retention tech stack, which caused challenges for both their customers and their in-house team. When they moved to a CRM with a built-in, AI-powered helpdesk, their service team began working more efficiently: visibility into customer profiles and marketing data now helps them resolve tickets with less switching between tabs.

In 30 days, Harney & Sons saw a 25% period-over-period reduction in average service ticket resolution time using the helpdesk in their CRM.

Generic, one-size-fits-all marketing

Sending the same message to everyone on your list, on the channels you think they’ll engage with, might be easy. But someone who bought from you yesterday doesn’t need to see the same text message as someone who has never made a purchase. And there’s no value in sending messages to a customer who never reads them.

Moving away from bland, generic messages towards marketing that responds to what a customer is doing or communicating through their actions improves the customer experience and drives revenue. Klaviyo’s 2025 Future of Consumer Marketing Report reveals that more than 1 in 5 consumers say recommendations based on their previous purchases or browsing history influence them to buy from a brand.

CRMs track in real time what a customer has browsed, what they’ve bought, and how they engage with messages. With this information, you can personalise your marketing based on:

• Which stage of the buyer’s journey they’re in:New B2C customers receive welcome messages and product recommendations, while repeat buyers see loyalty rewards. In B2B, leads who have downloaded resources receive educational content, while prospects who have attended demos get pricing details and case studies. Everyone sees relevant messages based on their relationship with your business.
• When and where they prefer to get information:Reach customers on their preferred channels—whether that’s email, text message, or social media—and send messages at times when they’re most likely to engage, such as evenings for B2C customers or business hours for B2B contacts.

Drinkware brand Corkcicle was concerned about inefficient sending. Without a consolidated tech stack, they struggled to manage messaging cadence across channels. For example, subscribers would receive a triggered email, then two triggered texts, all on the same day as a campaign email.

To make sure people receive relevant messages on the channels that work best for them, Corkcicle implemented a CRM with AI-powered personalisation features such as channel affinity . Now, they send messages on the channels where subscribers are most likely to engage. Their most efficient segment is customers who’ve engaged in the last 90 days and who prefer email.

Ineffective and inefficient customer service

When customer service enquiries pile up, customer service teams waste valuable time switching between tools, leading to slower response times and poorer customer satisfaction.

A CRM streamlines customer service by giving teams access to complete customer profiles and interaction history, so they can:

• Get full customer context in one place.That means they can quickly access previous purchases, order information, delivery estimates, subscription renewals, marketing and sales history, and past support conversations from any channel.
• Gain insights into which marketing messages drive spikes in service enquiries, and identify patterns before they affect conversion and result in more tickets.
• Speed up issue resolution with self-service options, such as a customer hub where customers can track their order history, delivery timelines and more, or an AI customer agent that can resolve common customer enquiries and escalate to a human when necessary.

Clothing brand Ministry of Supply had been struggling with impersonal account pages: to view their accounts, customers had to leave Ministry of Supply’s online store. After implementing a customer hub in their CRM, customers can now visit the hub while they shop and see recently viewed items, order history with product page links for reordering, and more.

Now, Ministry of Supply is able to deflect more support tickets. In a year, account holders completed over 12,000 self-service support interactions in the customer hub.

What’s the right CRM for your business? 6 questions to ask

Over 1,500 CRMs compete in the market as of 2024, each offering a variety of features. Here’s what to consider when you’re choosing one:

1. Does it connect to your current tech stack? Choose a platform with built-in integrations and real-time syncing, as delayed data can mean missed opportunities.
2. Can your team use it easily? Look for easy-to-use platforms with clean interfaces that don’t require a training manual to figure out. Teams should be able to log a support ticket, track a sales call, or build a marketing campaign without calling IT for help.
3. Does it use AI to improve efficiency and optimise the customer experience? Check if your CRM has built-in AI that takes care of time-consuming work like drafting customer emails, predicting which customers might churn, or flagging support tickets that need immediate attention. And look for CRMs with pre-built AI agents that can become members of your team.
4. Can you adapt it to how your business works?Your CRM should let you customise fields and processes to match your business goals. Focus on customisation in areas that make your team more effective.
5. Can it keep up with your business as you grow? Choose a CRM with flexible pricing tiers and the ability to handle increasing customer volume, data complexity, and automation needs. Your platform should grow with you without sacrificing performance or requiring a complete overhaul.
6. Does it work across all the ways you interact with customers? Check whether your CRM can track customer interactions across email, phone calls, live chat, social media, video calls, and any other channel your business uses.

Getting started with your CRM

Once you’ve chosen a CRM, here’s how to implement it:

1. Migrate your data. Decide what type of customer data you need, and move existing customer information from spreadsheets, email lists, sales records, and support tickets into your new CRM. Make sure the data is accurate and complete—clean data from the start gives everyone a reliable foundation and saves time in the long run.
2. Connect your integrations.Link your CRM to the platforms you already use, such as your ecommerce store, point-of-sale system, shipping software, subscription management tool, or any other customer-facing or internal software that’s essential to your operations. Once set up, data from these tools should automatically flow into your CRM.
3. Get your team up to speed. Train everyone who’ll use the CRM, including customer service, sales, and marketing teams. Use your CRM’s knowledge base, training materials, or a dedicated onboarding specialist to get the most out of your new system.

With Klaviyo B2C CRM , you have everything you need to deliver personalised, connected customer experiences, including:

• Klaviyo Data Platform: Bring all your customer data from your shop, marketing interactions, support conversations, and other touchpoints together in one place, so every interaction starts with full context.
• Klaviyo Marketing: Deliver personalised experiences across channels with marketing automation, and build launch-ready campaigns with the K:AI Marketing Agent.
• Klaviyo Service: Connect customer service and marketing so support teams can see a customer’s full history before responding to queries. Customer Hub lets customers track orders and update their preferences, K:AI Customer Agent automatically handles common queries, and Helpdesk helps staff manage support tickets.
• Klaviyo Analytics: Understand performance, identify opportunities, and improve experiences across the entire customer journey.