CRM is the area in Wave where you manage your customer relationships, organize contacts, and track your pipeline in one clear and structured system. It helps your team understand who your customers are, where they are in the pipeline, who your key contacts are, and what actions need to happen next. The CRM is divided into two main sections. The Customer tab shows all customers in either a list view or a dynamic pipeline view, while the Contacts tab lists all individual contacts associated with those customers.
In the Customer tab, the list view gives you a detailed overview of every customer with clear properties and filtering options. Switching to pipeline view provides a visual board where you can move customers between stages based on their current status. This helps your team understand deal flow, follow-up needs, and overall pipeline health. The Contacts tab works similarly, allowing you to create, edit, and associate contacts with their respective customers so all relationship information stays organized in one place.
Five Steps to Get Started
1. Explore the Customer tab and switch views
Start by reviewing the Customer tab. The default list view displays all customers with key information that helps you understand status and ownership. To get a broader visual overview, switch to pipeline view. In pipeline view, customers are grouped by stage, making it easy to see progress and identify where attention is needed. Switching between views helps you choose the perspective that best fits your workflow.
2. Add your first customer
Click the Plus Customer button in the upper right to create a new customer. Enter the customer’s basic information, including name and any initial properties. After creating the customer, you can click into their profile to update details, capture notes, add attachments, or adjust their status in the pipeline. This profile becomes the central record for all customer-related information.
3. Explore the Contacts tab and add new contacts
Go to the Contacts tab to view a list of all contacts in your CRM. Click the Plus Contact button to create a new contact. Enter their information, such as name, email, phone number, and role. You can associate the contact with an existing customer directly from the creation modal. Once created, the contact profile gives you a structured view of their information and history.
4. Navigate between customer and contact profiles
Select any customer to open their profile. Here you can update details, view associated contacts, and review the pipeline status. Similarly, selecting any contact will take you to the contact profile, where you can view information and see which customer they belong to. These connected profiles help you maintain a complete relationship view without switching tools.
5. Manage your pipeline using drag and drop
In pipeline view, drag customers between stages based on their progress. Whether a customer has moved from initial contact to qualification or from negotiation to close, updating the stage keeps your pipeline accurate. This helps your team stay coordinated, improves forecasting, and ensures no customer falls through the cracks.
Tips and Tricks for Best Results
Keep customer information up to date
Accurate details improve coordination and reduce confusion across your team.
Associate contacts immediately
Linking contacts to customers early ensures relationship information stays organized as communication evolves.
Use pipeline view during team meetings
The visual layout helps teams quickly review status and prioritize next actions.
Add supporting details in profiles
Attachments and notes help centralize information and make future follow-ups easier.
Review CRM activity regularly
Weekly reviews help teams stay aligned, keep the pipeline clean, and maintain strong customer relationships.