What is contact management?

Contact management is the process of recording and tracking all customer interactions within an organization. It includes technologies and strategies to collect and organize customer information. You can streamline client communication and facilitate effective relationship building using a contact management platform. Contact management tools are now common in customer relationship management (CRM) platforms.

What are the benefits of contact management?

With contact management software you can collect customer data and information and organize it for employees. It optimizes the manual process of managing customer records and facilitates communication. The following are some key benefits of contact management tools.

Increase agility

Sales professionals typically have to reach out to leads to secure new customers. A contact management system simplifies this process by including a client’s name, phone number, email, and other personal information. Instead of looking for this information, you can use a contact management tool to contact a new lead and rapidly access their details.

Collecting customer information in a centralized location reduces the time it takes to contact leads. Contact management systems can increase communication agility and save time across multiple employees.

Lower costs

Using a contact management system streamlines the data management process, saving time and money. You don’t need to collect and organize customer information manually. Because of centralized contact details, you no longer have to look in several locations for the necessary information. Automating this manual element of the process means you reduce time managing customer relationships. 

Increase productivity

Contact management systems are a useful tool for helping your customer support agents increase productivity and ease their workloads. These systems allow support agents to respond to queries faster and with greater accuracy. Both support and sales agents can look at a detailed history of a customer’s relationship with your company, leading to better customer service overall.

Improve customer relationships

With contact management systems you can access all the customer data you have. Some contact management software also includes behavioral data with demographic information. Before going into a conversation with a client, you can tailor your discussion to reflect the available data. A personalized approach can help build trust and rapport, improving customer relationships.

Aid digital transformation

Contact management systems automate repetitive tasks at scale to streamline communication. They can also integrate into marketing automation platforms and CRM software. The ability to integrate with other software and scale your business makes contact management systems a useful tool for digital transformation.

What are the key features of contact management software?

A contact management system has several components that help support and sales representatives to collect and access customer information. The following are some key features of contact management software.

Central dashboard

A contact management system will typically have one central dashboard where a user can access all other features. You can choose specific tools from this dashboard, like data filtering or customer searching. You can also access the settings of your contact management system and configure it from the central dashboard. All data in a contact management system is typically a few steps away from the central dashboard.

Extract and import data

A contact management system connects you to data from various sources. You can pull data from a contact management app, custom fields, or CRM systems. The ability to store customer information in the software is fundamental to contact management systems. Many contact management systems have several possible data extraction integrations and pipelines you can enable or connect.

Customer search

Contact management software often has a customer search to enable a sales team to find specific customer information. You can use filtering to find groups of customers or search for specific customers. You can quickly search and access customer data and find useful customer information. You can also segment customers to find contact information for specific marketing campaigns.

Reporting tools

You can also connect your contact management platform to other business tools—like data analytics software. You can visualize data using the contact data. These visualizations can help in sales strategy.

Team administration

Contact management platform administrators can choose who has access to what elements of customer data. Administrative controls allow you to set permissions for your customer service teams and ensure you comply with data privacy regulations. A contact management solution will typically use permissions to increase data security.


Contact management systems offer many integrations to help streamline sales processes. You can connect to other technologies in your sales funnel to help digitize your business. For example, you can connect to lead generation tools or marketing tools to automate email marketing. You can also track customer interactions with messaging platforms. These integrations give support and sales leads a better understanding of their current customer interactions. 

The most common integration is with customer relationships management software—this helps provide excellent customer service and increase customer satisfaction.

What are contact management best practices?

The following are some contact management best practices to get more from your software.

Regularly update information

Existing customers may change their emails, job titles, or other key information. To keep your information as relevant as possible, regularly validate and update stored contact information. 

Create user segments for personalized marketing efforts

When contacting customers for a marketing campaign, try to personalize your contact with them. To do this efficiently, you can segment users into smaller groups. Using demographics and psychographic segmentation, you can create marketable customer groups.

Back up your data

A core part of data pipeline management should be ensuring that you back up your contact database. By duplicating customer information and storing that same data in recovery repositories, you can reduce the possibility of data loss. Back up your data frequently to manage your contact data more effectively. You can create data pipelines that duplicate information during the data-entry stage of your contact management and CRM usage. This solution ensures that your business always has enough customer data backups.

Integrate where possible

You can enhance content management software by integrating it with a CRM tool and other business software. Many powerful contact management features are more effective by using third-party apps and services.

Secure your data

Remember when dealing with customer data, you must comply with regulatory data policies. Data compliance and security are vital when managing sensitive contact information.

Contact management systems compared with customer relationship management systems

Both contact management systems and CRM platforms help businesses to interact more effectively with customers. However, they do this differently.

Contact management systems allow you to collect and store customer information. A support or sales team can use this information to better connect to clients. On the other hand, CRM software provides an end-to-end coverage of customer interaction. CRM platforms cover every aspect of the sales cycle and are more comprehensive technologies. 

Normally, contact management systems are one feature of CRM software packages.

How can AWS help with your contact management requirements?

With Amazon Connect you can create a cloud contact center quickly and efficiently, helping you provide superior customer service at a lower cost. 

Contact management is just one of the many features of Amazon Connect. The Amazon Connect Customer Profiles feature automatically collates information from multiple applications into a unified customer profile, then delivers this profile directly to the agent as soon as a support call or interaction begins. 

Beyond contact management, Amazon Connect helps you:

  • Automate data management with an ML-powered contact center.
  • Aid agents with instant access to the information they need to provide excellent customer experiences. 
  • Streamline agent management and improve overall productivity with an all-in-one contact center.

Get started with contact management on AWS by creating a free account today.

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