Client Relationship Management (CRM) is a concept for managing all your business relationships and interaction with your clients and potential clients, leading to improvements in Customer Service and Customer Experience. A CRM Application allows you to focus on your company’s business relationships and the people who are involved: suppliers, clients, cases, service users or colleagues etc. A CRM can be far more than just a sales and marketing tool. It can become the backbone of your business. A system to aggregate and make information accessible centrally, to track, process and analyse data from every aspect of the business. Here are 4 reasons why a CRM can be your most valuable app: Track all Client Interactions Efficiency is a key attribute that most customers seek from their suppliers. Being able to see the latest emails, incoming and outgoing calls, orders and delivery status for a given customer, gives you the information you need to respond efficiently and effectively.