Beryl CRM is used to organize, automate and synchronise sales, marketing and customer service. It has developed to include all areas of the customer experience, keeping the customer happy and in turn keeping them loyal and more valuable to your business. It is the process of identifying potential leads/prospects, nurturing them and guiding them through the sales process to close the business. Once they are a customer, it is ensuring that you maintain that relationship and encourage repeat business - either more frequent orders or higher value.