By Matthijn Hoogenboom, Sales Director, MicroPartner Blog: Customer management and lead management are also called CRM (Customer Relationship Management) and helps companies manage activities related to leads and customers. In addition to customer management and lead management, the CRM system can help you track sales opportunities, automate marketing tasks, gain insight into customer behavior, and build customized reports and dashboards. Allowing you to offer your customers a better service and a better customer experience.