# Customers & CRM (/docs/crm) Resytech includes a built-in CRM to help you know your customers and build lasting relationships. The CRM centralizes customer data, contact history, lead capture, and audience segmentation into a single view. Customer Lifecycle [#customer-lifecycle] The CRM tracks contacts and customers through a defined lifecycle: 1. **Lead / Contact** — a person who has interacted with your business (contact form, abandoned checkout, manual entry) but has not yet booked. Leads are stored as **Contacts** with a source, consent status, and obtain method. 2. **Customer** — once a lead makes their first booking (or is manually converted), they become a full customer with a profile, booking history, and lifetime value tracking. 3. **Returning Customer** — repeat bookers accumulate history, spend totals, and can be identified through tags and segmentation for targeted outreach. CRM Data Model [#crm-data-model] The CRM is built around two primary entities: Customers [#customers] Each customer record stores: * Name, email addresses (multiple supported), phone number with country code * Address (street, city, state, zip, country) * Date of birth, company name * Tags (free-form labels for segmentation) * Internal notes * Source attribution (how they found you) * Computed analytics: total bookings, total spent, customer lifetime value, last booking date Customers are also linked to their **bookings**, **payments**, **waiver submissions**, **survey submissions**, and **POS orders**. Contacts (Leads) [#contacts-leads] Each contact record stores: * Name, email addresses, phone number * Source (where the lead came from) * Contact consent flag and obtain method (how consent was gathered) * Optional link to an existing customer (for tracking follow-up interactions) See [Leads & Contacts](/docs/crm/leads) for details. CRM Analytics [#crm-analytics] The CRM dashboard provides aggregate metrics including: * **Contacts this month vs. last month** with growth percentage * **Contacts by source** — breakdown with counts and percentages * **Monthly trends** — contact and customer counts over time * **Total customers**, **active customers**, and **average customer value** Related How-To Guides [#related-how-to-guides] * [Create a Customer](/how-to/customers/create-a-customer) * [Search and Filter Customers](/how-to/customers/search-and-filter-customers) * [Manage Customer Tags](/how-to/customers/manage-customer-tags) * [View Customer History](/how-to/customers/view-customer-history) * [Configure Demographics](/how-to/customers/configure-demographics) * [Manage Contacts and Leads](/how-to/customers/manage-contacts-and-leads) * [Delete a Customer](/how-to/customers/delete-a-customer)