As a business, you want to optimize your interactions with customers in order to build strong, long-lasting relationships and increase customer loyalty. However, you may be facing several challenges in managing and tracking customer data and interactions across departments and channels. This can be caused by an incompatible portfolio of systems and decentralized repositories for customer data, making it difficult to track and analyze customer interactions across different touchpoints. An optimized CRM can help you perform at your best by giving you a better understanding of your customers' needs and preferences, and the ability to tailor your interactions and marketing efforts accordingly. This can ultimately lead to improved customer relationships and increased business growth.