Oftentimes, the terms “AMS” and “CRM” are used interchangeably—however, they have two distinct purposes. This graphic from Protech illustrates the key differences and similarities between the two: Customer relationship management software (CRM) is defined as a software solution that tracks and manages all of an organization’s interactions with its customers (in this case, your members). While an AMS is used to manage association-specific tasks, CRMs are used more widely by many other industries. The primary purpose of a CRM is to organize data about these interactions to help your association deepen relationships and increase renewals. Your AMS has a broader scope of features than a CRM, but ideally, the two tools should work together with the ultimate goal of providing valuable, positive member experiences. To get the best parts of each software, look for a CRM-based AMS.