Companies must implement robust customer relationship management (CRM) solutions to ensure that they are competitive now – and in the future. CRM concentrates on the retention of customers by collecting data from every interaction each customer makes with a company from all access points, whether they are phone, mail, web or field. The company can then use this data for specific business purposes, such as marketing, service, support or sales, while concentrating on a customer-centric approach rather than a product-centric approach.

The questions and leading practices included in this tool can be used to assess and improve a company's customer service process.