---
title: "CRM use, features, functionality"
subject: "Information System"
chapter: 3
key: "semester_8/information_system:crm-use-features"
source: https://www.bctengineer.com/q/semester_8/information_system/crm-use-features
site: BCT Engineering
---

# CRM use, features, functionality

Information System · Chapter 3: Enterprise Management Systems

- Asked in: 2071 Bhadra, 4 marks
- Video: [What Is CRM? | Introduction To CRM Software| CRM Projects For Beginners | CRM 2022 | Simplilearn](https://www.youtube.com/watch?v=sQD7kaZ5h0s) — Simplilearn
- Answer checked by Claude Opus 5.5 (high effort) on 2026-10-14
- Page: https://www.bctengineer.com/q/semester_8/information_system/crm-use-features
- Whole chapter: https://www.bctengineer.com/md/semester_8/information_system/chapter-3

## Question

What is the use of CRM systems in enterprise? Discuss key feature and functionality of a CRM system.

## Short answer

CRM builds a unified customer view to improve sales, service and targeted marketing. Key functions include contact management, sales force automation, marketing automation, service ticketing, analytics and multi-channel integration.

## Answer

#### Use of CRM
**Customer Relationship Management (CRM)** is a strategy and system to manage all interactions with current and potential customers, to attract, satisfy and retain them. Uses in an enterprise:
- Build a complete view of each customer in one place.
- Improve sales through lead tracking and follow-up.
- Improve service quality and speed of complaint resolution.
- Run targeted marketing campaigns.
- Increase customer loyalty and lifetime value.
- Give management analysis of customer behaviour and sales performance.

#### Key features and functionality
1. **Contact and account management** - customer profile, history and preferences.
2. **Sales force automation** - leads, opportunities, quotations, sales pipeline, forecasts.
3. **Marketing automation** - segmentation, campaigns, email/SMS, response tracking.
4. **Customer service and support** - ticketing, call centre, knowledge base, self-service portal.
5. **Analytical CRM** - data mining, customer segmentation, churn and profitability analysis.
6. **Multi-channel integration** - phone, email, web, social media, mobile.
7. **Workflow, reports and dashboards.**
8. **Integration with ERP** and other systems.

Examples: Salesforce, HubSpot, Zoho CRM.

## Check yourself

The answer's key points as multiple-choice questions, with the correct option and why.

1. What is CRM?
   A. A system to manage raw material suppliers
   B. A payroll system
   C. A strategy and system to manage all interactions with current and potential customers
   D. A network security tool
   Answer: C. CRM attracts, satisfies and retains customers; managing suppliers is SCM. (Key point: CRM meaning)

2. Which CRM function tracks leads, opportunities and the sales pipeline?
   A. Analytical CRM
   B. Customer service ticketing
   C. Marketing segmentation
   D. Sales force automation
   Answer: D. Sales force automation handles leads, opportunities, quotations and forecasts. (Key point: Sales force automation)

3. Which activity is part of analytical CRM?
   A. Data mining, segmentation and churn analysis
   B. Call centre ticketing
   C. Sending email campaigns
   D. Storing contact addresses
   Answer: A. Analytical CRM analyses customer data for segmentation, churn and profitability. (Key point: Analytical CRM)

4. Which feature supports customer service?
   A. Bill of materials
   B. Ticketing, call centre, knowledge base and self-service portal
   C. General ledger
   D. Payroll processing
   Answer: B. Customer service and support covers ticketing, call centre and portals. (Key point: Service function)

## Close variants set in other exams

- [ERP use, features and functionality](https://www.bctengineer.com/question.md?key=semester_8%2Finformation_system%3Aerp-use-features-functionality) — Information System, chapter 3, asked 2×

## Related in Information System

- [Enterprise systems architecture](https://www.bctengineer.com/question.md?key=semester_8%2Finformation_system%3Aenterprise-systems-architecture-motivation) — Information System, chapter 3, asked 2×
- [Traditional IS vs enterprise systems](https://www.bctengineer.com/question.md?key=semester_8%2Finformation_system%3Atraditional-is-vs-enterprise-systems) — Information System, chapter 3
- [Enterprise management system and benefits](https://www.bctengineer.com/question.md?key=semester_8%2Finformation_system%3Aems-with-example-benefits) — Information System, chapter 3
- [Enterprise and executive DSS](https://www.bctengineer.com/question.md?key=semester_8%2Finformation_system%3Aenterprise-executive-dss) — Information System, chapter 4
- [Short note: ERP, CRM, SCM](https://www.bctengineer.com/question.md?key=semester_8%2Finformation_system%3Ashort-note-erp-crm-scm) — Information System, chapter 3

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