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How Data Is Organized

The customer relationship management process requires us to collect and process huge amounts of information. OroCRM is designed to do this in the most efficient and convenient way possible.

The system organizes information according to Entities, Records, and Properties. An Entity is a collection of similar information. Each instance of this collection is called a Record. Details of each record are its Properties.

So, information about customers of an online store is collected as properties of the records of the Web Customer entity. This means that one of the OroCRM entities is “Web Customer” and the system knows that records of this entity can have a number of properties, such as the first name, last name, email, phone number, ID of the shipping address, ID of the cart, and ID’s of the orders. The system is also aware that some of these properties need to be defined while some are optional. When a new customer is added to the system, their record is created and values of the properties are saved for it. If the information has changed (e.g., the phone number), the properties are updated.

New records can be created and the existing record can be updated both manually and automatically (as a result of integration with third-party systems).

With OroCRM’s comprehensive access settings you can define what users will be able to view, update, delete, and create records of specific entities.

As soon as a property has been updated, all the system users who have access permission will see its new updated state. This ensures that all the stakeholders can obtain actual and up-to-date information at any moment.