Thanks to your newly acquired overview of your customers, you would have various type of data at your disposal, and thus could improve the customer relationships or sales of your products. A number of functionalities can be incorporated into the system, such as complaints management to give an example. The customer would enter a complaint into the system, the system then processes the request and sends it to an authorized employee who is currently available. This way, the complaint would be handled immediately. This is just one of numerous ways you can improve your customer relationship taking advantage of your IT system.