It’s hard to imagine life today without the Contacts app on your phone. Phone numbers are hard enough to remember, let alone the email and mailing addresses for everyone you know. So, we outsource that to our phones, letting them remember everyone’s contact info. All we have to do is say Siri, call bob.

You need even more help with your business contacts—and your address book app isn’t enough. In addition to names, phone numbers, and addresses, you need to track the products people are interested in, what services they’ve purchased from your company, the company they work for, and more.

That’s why you need a CRM, a Customer Relationship Management system.