In today’s business environment companies are constantly facing the challenge and issue of losing market share. The challenge is becoming more intense with the high market saturation which has led to indistinctive product differentiation. Advertisements are simply not enough to band-aid the challenge. With this, companies wage a losing pricing war and dwindling margins.


Now, more and more companies are turning to Customer Relationship Management or CRM, simply because they want to enjoy a more stable and longer term relationships with their customers.


Besides, customers are more informed and discerning and they demand highly personalised products and services that cater to their needs. It makes sense therefore for businesses to be more customer centric and customise their product & service offerings to meet different segment hence maximize profits.