CRM concepts help you understand how customer data is organized and how processes progress. These concepts form the foundation of daily CRM usage.

Basic Operational Concepts

• Lead: Potential customer
• Company: The structure where the commercial relationship is established
• Contact: Individual within a company or independent person
• Sales: Revenue-generating opportunity
• Quote / Order: Final steps of the sales process
• Service Request: Post-sales support and resolution processes
• Target Audience / Campaign: Planned customer communication

Experience and Performance Concepts

• Lead generation
• First contact resolution rate
• Loyalty
• Customer churn
• Customer purchase frequency
• Omnichannel experience

These concepts show that CRM is not just operational, but a structure that manages customer experience.