CRM, short for customer relationship management, is a database that records a company’s daily customer-related transactions. CRMs can help customer representatives to provide better service, close more deals, and increase revenue. According to the traditional business model, day-to-day data is also recorded in two other transactional databases: HRM (human resource management) and ERP (enterprise resource planning).
However, transactional databases are not considered optimal for business intelligence. This is for a variety of reasons, including the fact that data is not optimized for reporting and analysis. Additionally, querying directly against these databases may slow down the system and prevent the databases from recording transactions in real time.