Skip to main content

We'd prefer it if you saw us at our best. is not optimized for Internet Explorer. For the optimal experience, please use:

Close Deprecation Notice

Customer relationship management (CRM)

Integrate. Automate. Scale. Build better engagement across the entire customer journey.

What is CRM?

A truly customer-centric approach goes beyond simply generating sales. CRM software centralizes and organizes customer data to inform relevant communications and offers. Up-to-date, personalized profiles give businesses the know-how needed to optimize every customer interaction, in real time.

What is CRM?

Why is CRM important?

Effectively managing interactions is key to cultivating, maintaining, and improving customer relationships. Enterprises that don’t integrate a smart CRM strategy risk missed opportunities, workflow inefficiencies, and frustrated or neglected customers.

Benefits of CRM

  • Boost your bottom line
    Real-time sales data helps drive new and expanded possibilities for growth. An integrated CRM solution can identify blockers and opportunities for upsell.
  • Optimize operations
    Bring together marketing, sales, and customer service workflows to automate repetitive work so teams can focus on tasks that grow the business.
  • Improve customer retention
    Offer customers a streamlined experience, no matter how they connect: including chat, call centers, email, social channels, and beyond.
  • Optimize sales funnels
    Track each lead, through every interaction, to create actionable insights that help sales teams make the most of every opportunity.
  • Know your next-best-actions
    Smart insights help keep business goals on track. CRM helps identify next best actions that maximize outcomes and minimize effort.
Product details
Why use CRM?

Forrester ranks Pega a top CRM offering

The Forrester Wave™: Core CRM Solutions, Q3 2022, ranks Pega’s offering a “Leader”.

How do you use CRM?

How does CRM work?

CRM replaces outdated, decentralized spreadsheets, emails, and contact lists with an AI-powered, data- driven approach to marketing, sales, and service. By automating customer profiles, CRM seamlessly connects across an organization to optimize processes and outcomes along the entire customer journey.

Traditional CRM vs. Pega CRM

Traditional CRM

Without guidance on how to handle service issues, even the best data won’t improve customer outcomes. Siloed processes create obstacles to offering satisfactory service. Rigid structures require businesses to rip and replace existing systems – and need a total overhaul every time business grows.

Pega CRM

Integrated intelligent automation and real-time AI let businesses transform customer engagement. Flexible architecture makes scaling simple, allowing enterprises to layer in processes and procedures. Our unified platform connects systems: breaking down silos for greater synergy and efficiency.


Frequently Asked Questions on CRM

Open Accordion Close Accordion

The key features of a CRM system typically include:

  1. Contact Management: Store and organize customer contact information, such as names, addresses, phone numbers, and email addresses.
  2. Lead and Opportunity Management: Capture and track potential sales leads and opportunities.
  3. Sales and Pipeline Management: Manage the sales process from lead generation to closing deals.
  4. Reporting and Analytics: Generate reports and dashboards to gain insights into sales performance, customer trends, and other key metrics.
  5. Marketing Automation: Segment customer lists for targeted marketing campaigns and automate marketing processes.
Open Accordion Close Accordion

CRM helps improve customer relationships by providing a centralized database of customer information that can be accessed by different teams within an organization. This allows organizations to gain a better understanding of their customers and their unique needs, which lets them provide more personalized and targeted services.

CRM systems also help organizations automate key sales and marketing processes, like lead management and marketing campaigns that improve efficiency and reduce costs. They also provide insights into customer behavior and preferences, which can help organizations identify new sales opportunities and improve their overall marketing strategy.

Open Accordion Close Accordion

CRM can benefit businesses across industries, including retail, financial services, healthcare, telecommunications, and hospitality – among others. Any business that interacts with customers can benefit from CRM, as it provides a centralized database of customer information that can be accessed by different teams within an organization.

Open Accordion Close Accordion

Yes, CRM software can be customized to meet specific business needs. Most CRM systems offer a range of customization options, such as the ability to add custom fields, modify workflows, and create custom reports. This allows businesses to tailor the CRM system to their specific requirements, and to ensure it aligns with business processes and goals.

Explore what's possible with Pega

Try now
Share this page Share via x Share via LinkedIn Copying...