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CRM gives each company the tools and information they need to get optimum turnover and to reduce production costs. The aim of CRM is to be more attentive to the customer, in order to answer to their needs and to secure their loyalty, it leads to:
  improving customer relations
  improving the recording of their orders
  supervising sales activity while providing information and key indicators linked to sales (forecasts, current orders, what the customer profile requires in theory- data mining)
  improving performance in relation with competitors or objectives.

The Sales team can make optimum sales by better informing the clientele as well as being able to generate the information necessary to calculate more accurate sales forecasts.
The tools and organisation involved consist of not only taking customer orders but more particularly of creating profitable and loyal clients over time.

The main functions and advantages are as follows:
  to forge a close and more satisfying relationship between companies and their clients;
  to simplify the different department operations and customer support;
  to systematically manage and follow up customer files (to benefit from the tracking of the clients’ demands: seen from the outset, to identify additional or linked sales opportunities, and to be reassured that no customer demand is neglected);
  to offer a more efficient customer service via a unique point of contact;
  to reinforce the communication between a company and its clients in order to improve customer relationships by automating its different components;
  Pre-sales: marketing, consisting of studying the market, including canvassing and the needs of the clients. Analysing the collected customer information enables the company to review its range of products so as to meet its expectations more precisely.
  Sales: the system provides piloting tools to the sales force to assist them in canvassing (making contact, making appointments, reminders, but also helping them with the development of sales propositions...).
  Customer Service management: the customer likes to feel special, to be known well by the company, and in order to keep that customer, its relationship with the company must be unique.
  After Sales: consisting of providing assistance to the client, particularly via the setting up of call centres/help desks/hot-lines and via on-line technical support.