Superior customer service can mean the difference between surviving and thriving. Retaining satisfied customers and remaining profitable has never been more important. Customer relationship management tools, with strong links to financial management or enterprise resource planning (ERP) systems can deliver the customer satisfaction that builds business.

• Tracking customer activity with all company touch points, sales, delivery, and service.
• Tracking sales and marketing activities for better results and lower costs.
• Providing cross-sell and up-sell opportunities to sales and service people in real time.
• Delivering access to customer ordering and payment information.
• Analyzing customer relationships and identifying highest-value customers.
• Effectively targeting customers with offers that match their history and purchasing potential.
• Monitoring sales activities to measure and improve sales effectiveness.
• Giving service and contact center teams the ability to provide superior customer service. 

XRM is CRM accept you can use it for just about anything. It does not need to manage customers per se. It could, for example, manage employee records or local business contacts.