In today's competitive market, customers expect the highest levels of customer service. A Customer Relationship Management system enables you to deliver this, while streamlining your business processes and cutting marketing and administration costs.

A major driving force behind CRM is the growing recognition by organisations that they can no longer limit the way customers choose to interact with them. Survival depends on delivering unmatched customer satisfaction through superior customer service.

Market forces and new technology are changing the dynamics of customer relationships – as a result market power is shifting from sellers to buyers. Globalisation and deregulation have introduced new competition allowing today's customers to defect to a competitor with ease.

Developing a CRM strategy is an enterprise wide initiative that requires action and support at the highest executive level. CRM is no longer an option but a matter of survival.