In-house systems (also sometimes referred to as home-grown systems) are usually created to solve a particular problem like feedback from a survey, customer complaints, new deals and so on. As the organization grows and its customer base increases, employees find they need to navigate between multiple systems to access critical information. Also, as members of their IT and business department attrite, strategies change and sometimes existing legacy systems are abandoned with their data.

Customer do not want to wait while a customer service representative attempts to retrieve their data - separate systems for customer contact details, purchase history, complaints and pending deliveries. Today's customers want real-time information and instant follow-ups, they frequently use multi-channel communication including social networks to interact with organizations and their stakeholders.

An effective CRM solutions ensures a secure 360 degree view of customers with all related records are easily accessible to customer facing teams and back-office personnel involved with support and products. It optimizes your customer strategies and ensures business processes are streamlined and continuously updated to maximize customer experience. A carefully implemented CRM system will provide useful insights for co-creating products and increasing customers who are loyal and contribute the most to your organization's bottom line revenues.