Components of Customer Relationship Management

WalkMe Team
By WalkMe Team
Updated March 20, 2024

Numerous components within customer relationship management (CRM) are integral to the efficient operation of any organization. 

Each component possesses its own distinct characteristics and contributes indispensably to the overarching process, collectively ensuring streamlined customer interactions and sustainable business growth.

Components of Customer Relationship Management

SalesForce Automation

SalesForce Automation is the most essential component of customer relationship management. 

This is one such component that the maximum number of business organizations undertake, including forecasting, recording sales processing, and keeping track of potential interactions. 

It helps to know the revenue generation opportunities better, making it very significant. 

The component also includes analyzing the sales forecasts and the performances of the workforce. To achieve an overall improvement in the development and growth of the industry, numerous components work hand in hand to form salesforce automation as a consequent unit. 

Some major elements are Lead Management, Account Management, Opportunity Management, Forecasting, Pipeline Analysis, Contact Management, Activity Management, Email Management and Reporting. 

Human Resource Management 

Human Resource Management involves effectively and correctly using human resources and skills at a specific moment and situation. This requires ensuring that the professionals’ skills and intellectual levels match the tasks they undertake according to their job profiles. 

It is an essential component not only for large-scale corporations but also for medium-sized industries. It involves adopting an effective people strategy and studying the skills of the workforce and the growth being generated, thereby designing and implementing the techniques needed to achieve development. 

Lead Management 

Lead Management, as the name suggests, refers to keeping track of the sales leads and their distribution. The businesses that benefit from this CRM component the most are the sales industries, marketing firms, and customer executive centers. It involves efficient management of the campaigns, designing customized forms, finalizing the mailing lists, and several other elements. An extensive study of the purchase patterns of the customers, as well as potential sales leads, helps to capture the maximum number of sales leads to improve sales. 

Customer Service 

Customer Relationship Management emphasizes collecting customer information and data, as well as their purchase information and patterns, and it involves providing the collected information to the departments concerned. 

This makes customer service an essential component of CRM. Almost all the major departments, including the sales department, marketing team, and management personnel, must develop their awareness and understanding of customer needs and complaints. 

This undoubtedly makes the business or the company deliver quick and perfect solutions and assistance to the customers and cater to their needs, increasing the dependability and trust of the customers and people in the organization. 


Marketing is one of the most significant components of Customer Relationship Management. It refers to the promotional activities a company adopts to promote its products. The marketing could target a particular group of people and the general crowd. Marketing involves crafting and implementing strategies to sell the product. Customer Relationship 

Management assists in the marketing process by enhancing and improving the effectiveness of the strategies used for marketing and promotion. This is done by observing and studying potential customers. It is a component that brings along various sub-elements or aspects. 

Some major marketing elements are List Management, Campaign Management, Activity Management, Document Management, Call Management, Mass Emails, and Reporting. The elements above vary from business to business according to their nature and requirements and the target crowd. 

Workflow Automation 

Several processes run simultaneously when it comes to management, which requires efficient cost-cutting and streamlining of all the processes. The phenomenon of doing so is known as Workflow Automation. 

It reduces excess expenditure and prevents different people from repeating a particular task by reducing the work and workforce wasted on avoidable jobs. Routing out the paperwork and filling out forms are some of the elements of the process, and they aim to prevent the loss of time and excess effort. 

Business Reporting 

CRM comes with managing sales, customer care reports, and marketing. The customer care reports assist the executives of a company in gaining insight into their daily work management and operations. This enables one to know the company’s precise position at any particular instance. 

CRM provides business reports, which plays a major role here. It ensures that the reports are accurate and precise. Another significant feature is the ability to forecast and export business reports to other systems. To make comparisons, one can save historical data as well. 


Analytics is the process of studying and representing the data to observe the trends in the market. Creating graphical representations of the data in histograms, charts, figures, and diagrams utilizing the current data and those generated in the past is essential for a detailed understanding and study of the trends. 

Analytics is an extremely significant element of Customer Relationship Management as it allows for an in-depth study of information required to calculate the progress of the business. Different components of customer relationship management are associated with different elements, mainly customer acquisition, improved customer value, and customer retention. Various marketing applications are carved out to acquire more customers, whereas data warehousing and analytical tools help the business to hold customers with better communication and relationships.

There are several data warehousing and analytical tools to enhance customer value among existing and future customers. Overall, each component discussed in Customer Relationship Management is essential to improve the work structure and the market response to the business and its products.

WalkMe Team
By WalkMe Team
WalkMe pioneered the Digital Adoption Platform (DAP) for organizations to utilize the full potential of their digital assets. Using artificial intelligence, machine learning and contextual guidance, WalkMe adds a dynamic user interface layer to raise the digital literacy of all users.