Abstract
CRM is a department that has succeeded in building its place within companies, and have took a prominent place at Antalis. This sector is a very specific sector both on its complexity that is very difficult market to break into.
The market is highly competitive, and although Antalis occupies a leading position in Europe remains some weak spot in its positioning. Improving customer relations is key of the success of a company because it impacts directly on performance.
That is what represents the role of CRM, although very powerful and useful tool to a business, this software shows its limits when it's preventing the company to dig deeper.
