It enables businesses to better understand their customers' needs and behaviors, personalize interactions, and ultimately increase sales and revenue. Additionally, CRM systems enhance productivity by automating repetitive tasks and providing insights that inform strategic decision-making, fostering long-term customer loyalty and organizational growth.It organizes the information and gives you a complete record of individuals and companies, so you can better understand your relationship over time. The software improves customer relationship management by creating a 360° view of the customer, capturing their interactions with the business, and by surfacing the information needed to have better conversations with customers.