What is a CRM activity
Activities help you organize, track, and follow up on all interactions with the leads and customers.
Definition
A CRM activity is a task or action that the team plans, schedules, or completes as part of working with a user, company, or deal. It's an element of the CRM module.
Activities can be things like:
A scheduled sales call
An onboarding follow-up
A reminder to send a proposal
A post-demo check-in
A general to-do linked to a contact or company
Each activity has a type (call, meeting, task, etc..), a due date, and can be assigned to a team member.
Activities are essential for managing the workload and keeping collaboration clear across sales, support, and success teams. They help to ensure timely follow-ups and keep the information about touchpoints throughout the customer journey.
For a step-by-step guide on creating activities please check this article.
Types of Activities
Activities are categorized by type to help you organize and distinguish between different kinds of tasks or interactions. Each type helps the team understand the nature of the action and ensures consistency in how you track work across users, companies, and deals.
The default activity types include:
Call
E-mail
Meeting
Task
Lunch
Deadline
Similar to custom attributes you can create own types and delete the existing ones. To do so please go to Settings > App Settings > CRM > Activity types section of the application.
Here you can not only create/delete activity types, but also set activity type order.
When creating or managing an activity, you can select its type from a dropdown. This type becomes especially useful when:
Filtering activities in the CRM view
Creating automation triggers (e.g., "Activity Type = Call AND Status = Done")
Reporting
Activities Section
To access and manage all the activities in the application go to the CRM > Activities section in the menu. This is the central workspace for planning and tracking tasks across the team.
There are 2 view options there: standard and advanced.
Standard View
It's a simplified version of the Activities section that includes all main informations about the activities and allows to apply basic filters:
Type
Status
Progress
Deadline (due date)
Assignee
Moreover it's possible to create a new activity, delete and export the existing ones.
This view can be customized for each team member in specific: it's enough to apply the filters and leave them as they are. In such a case a team member sees only a chosen segment of the activities (e.g. assigned "to me" deadline "today").
Advanced View
Advanced view looks pretty similar to the standard one, but also includes:
Select column
Segments
Filters
The most powerful option here is filtering. It allows you to apply several different parameters to create a unique segment of activities.
Both views give you a wide range of options. In general they allow to:
View all upcoming and past activities.
Filter activities by type, status, assignee, or any other standard or custom attribute.
Modify activities and mark them as done.
Assign tasks to yourself or other team members.
Create new activities manually.
Define dynamic segments built on unique combinations of parameters.
Data Structure
Activities are deeply connected to other CRM objects in User.com, ensuring all actions are tied to the right context.
Each activity can be linked to:
User: It's both about a specific person (lead/client) the activity is connected to and also the participants that can be added to the activities as additional users.
Company (optional, but recommended for B2B): Activities can also be connected to the companies the user and participants relate to to keep the transparant data structure for B2B use cases.
Deal: In most of the cases activities are connected to specific deals on a pipeline.
This interconnection ensures that all scheduled actions, historical notes, and future plans are stored in one place, visible from every related object.
For example: A call logged under a deal is also visible on the timeline of user profile and company profile.
Use Cases
Activities are flexible and essential for keeping the team on track - whether it is about sales, support, onboarding, or retention processes. Let's go through several examples of the activities usage.
B2B Sales: Long Sales Cycles
A company selling a software uses activities to track touchpoints throughout a 2-month sales cycle. After a lead submits the demo request form the first activity is automatically created by the application. Once the lead is qualified after the the demo call a new task is created. Every touchpoint is recorded as a separate activity and is linked to the lead, company and deal profiles.
Such a process keeps sales representatives accountable, creates a complete timeline of interactions, and helps managers track and forecast the goal achievements more effectively.
Onboarding New Customers
A B2B SaaS company uses activities to manage the onboarding process for new clients after a deal is marked as "Won". A deal state change triggers and automation which creates a series of activities connected with the new client. These tasks are assigned to the account manager from the support team. All activities are linked to the user, company, and deal, allowing everyone involved to see progress at a glance.
This improves activation rates, ensures smooth onboarding, and aligns the sales and support teams.
Post-purchase Engagement and Upsell
Use activities to schedule follow-up calls for customers who placed high-value orders. When a customer places an order over $5000, an automation creates a "VIP Follow-Up Call" activity for a sales representative to confirm satisfaction and offer an additional suitable service. Another automation can create a task for the support team to check customer satisfaction level.
This keeps customers engaged, reduces post-purchase friction, and opens doors for loyalty-building and upsells.