Software Development

Jun 29, 2020

How to Build a Custom CRM Software for Your Business

Customer relationship management (CRM) software is used for regulating relationships between clients and companies. They collect, store, analyze, and make a follow-up of the information on the companies partners, current clients, and prospects. With CRM software, business owners watch their sales go up due to various built-in analytical features and other integrations depending on a company profile.

Types of CRM Software

Operational CRM

CRM software of this category help businesses collect all information on each client into a single file from multiple resources. It is focused on direct interactions between the company and clients and helps you better take care of your customers. Good examples of Operational CRMs are front office software solutions that ensure marketing automation, sales force automation, and service automation.

Analytical CRM

The focal mission of this CRM type is data analysis to enable more efficient decision-making and campaign marketing. The system gathers information from multiple channels and then analyzes a structured way with its further submission to sales and customer service departments to strengthen and improve relations with the clients. Unlike Operational CRMs, Analytical ones are mainly organizational back-office operations and analysis support systems providing for efficient customer, marketing, sales, service, channel analysis.

Collaborative CRM

These solutions focus on providing various business units (such as departments or directorates) of one company with a single platform for exchanging the client information to raise performance, client loyalty, and satisfaction. Their main aim is to improve customer service, retention, and freedom. 

Core CRM Software Features

CRM Software

All types of CRM software, whether it be a COTS system or an MTO solution, has its pack of features. These packs can include dozens of add-ons and modules, and the more features the software has, the more it will cost. 

Contact management

Contact Management allows users to sort contacts by groups to better care about them. It helps collect important client's information and use it to improve marketing campaigns and strategies. Contact Management also provides high-level contact for personification letting your customers feel and perceive individual approaches.

Tasks Management

With this feature, you can automatically create and assign tasks to virtually all items on your sales pipeline. You may create tasks and set reminders for appointments booking, meetings, calls, deliveries, etc. You can manage tasks for certain contacts and on certain occasions or events. 

Sales Analytics

The Sales Analytics module in your CRM system serves as a perfect tool to plan, model, and forecast volumes of your sales and amounts of your profits using a reliable and ongoing analysis of sales data. It collects sales data from multiple sources, such as social networks, website traffic, Internet polls, etc. No matter which channel the customers may choose, for your company it is crucial to contact them through a channel of their choice only.

Interaction Management

This feature is responsible for managing all interactions between your company and your customers. Some customers prefer to get communications from their vendors through channels such as email, phone, or chatting in social networks.

Mobile CRM

Mobile CRM apps let you do all the customer relationship management on the go from any place. Your personnel gets the opportunity to view crucial customer- and product-specific data and receive all important alerts and notifications on their mobile devices.


The reporting feature helps you monitor your marketing performance, track sales, and client support indicators. This combination lets you get a better understanding of your clients. It enables the aggregation of data from multiple sources and multiple teams to submit it to management for further analysis and decision-making.

Custom CRM System Features

3rd-Party Integrations

The more third-party software solutions integrated into your CRM system, the more functional and efficient it is. So, this feature lets you connect various external applications such as ERP, BI, and HR, and do not spend time jumping between apps.

Email Marketing Integration

The integration with the email system allows tracking communication with every customer. It is helpful if managers send a lot of emails every day. CRM can perform mailing automatically using different letters for different groups of customers. It is possible to introduce a sequence of emails. The system will send them following the given parameters.


This feature allows integrating any suitable chat program into your CRM system. Using this feature maintains an uninterrupted communication link with the personnel, partners, vendors, and customers, without leaving your usual CRM interface.

File sharing

This functionality keeps all the documentation in one place. It also lets you share them between departments. You can set access levels to prevent employees from seeing files they are not supposed to see. The system can teach to register all records of working in files. In other words, you should be able to see who is working with a doc and look through the edits made.

Social Media Integration

It is always good to have social media marketing tools. Which are not running in external systems but executed inside your CRM application. Social media integration ability enables you to connect your favorite social media platforms to your well-known CRM.

Call center management

Call center management is an important feature of the CRM system if there are a lot of incoming or outcoming calls in the company. The main features here can be calls from the system and automated tracking.

Things to Consider Before You Build a CRM

Before you start developing a CRM system, you need to decide the operational stage. It is important to pay full attention to CRM-question about its goals, and your digital requirements.

Commercial Goals

Your business has its market strategy and goals. Find out how the company revenue should grow due to the CRM system implementation. Mind that there are various approaches to how to use the system. Some software help to reduce costs by automating services, others are aimed at forming a new company strategy based on analytics.

Quality Requirements

List principal features of your CRM like work speed, secure functions, and integrations with existing databases. If you want your CRM to meet standards such as ISO, FDA, or ASTM, write it down.

Defining CRM Class

CRM software is the address to solve different types of issues. It is not necessarily that you need an all-inclusive hybrid. However, you have got to decide in what fields you are going to use the tool. Generally, there are 3 of them: operational, analytical, and Collaborative.

Functional Requirements

Name all of the CRM software target groups and try to describe the way they are going to interact with it. To create a tree of functions for the CRM-part dedicated to every company department, collect all of their current task types. Remember that each of your employee types has his or her uses. Look at the tool from the customer perspective and add other features to your project.

CRM System Estimates

At this stage, you will probably need to find your team members like developers and designers. But it is also an advantage to have all those people from the very beginning. Developers help you to define tasks and critical paths, estimate deadlines, budget and project schedule.