Collecting customer data through CRM, and using it effectively, can help create stronger relationships with customers. This will in turn drive more sales and increase revenue. It can benefit any business, no matter the size of the company. CRM data isn't just important for how you interact with customers. It can also help you discover where your business is functioning effectively and where it needs improvement. For example, repeated returns or complaints can help you discover products that are defective. Customer communications can help you determine whether you are providing good customer service or pricing your goods/services competitively. Effectively using customer relationship management will allow your business to better understand and improve your relationship with your clients, which will in turn allow you to grow your business.