In tough times, small and mid-sized companies are likely to be hit harder than bigger business, who'll have more cash on the balance sheet to cushion the blow. SMEs may be under more pressure to cut spending, but there's more they can do to get through the other side if they focus on their existing customer base before looking at attracting new customers. This whitepaper looks at how CRM systems can help small to medium businesses to:Deliver exceptional and personalised service consistently to their customersIncrease their customer revenue share through highly-focussed business development programmesExtend the reach and effectiveness of new business programmesAchieve significant cost savings and on-going productivity.