Call

In CRM, a Call is a logged telephone interaction between a sales or service representative and a customer or prospect. Logging calls in the CRM is the practice that makes individual customer conversations part of the organization's institutional knowledge — accessible to any team member who needs context before their next interaction. Unlogged calls are invisible to managers, unreviewable for coaching, and lost when a rep leaves the company. As AI-powered call intelligence tools become standard in enterprise sales stacks, call records in the CRM increasingly capture not just metadata — date, duration, outcome — but AI-generated summaries, sentiment analysis, and next-step recommendations.