Customers are important for any business, but, understanding a customer is very hard. This is where CRM comes into the picture. CRM helps in maintaining the relationship with customers by tracking all important data. Companies must put CRM into good use as it helps in greater conversion rate, thereby reducing marketing costs and ultimately building a sustainable business. Companies must look for customer pain points, analyze customer buying trends, etc. Read more at: http://it.toolbox.com/blogs/insidecrm/using-crm-to-understand-your-customer-74484