MSCRM is being used by all departments. Sales and Marketing most heavily, but even merchandising uses it to do research for product development endeavors. The 2 main problems it tackled for us is 1) allowed us to store and use demographic elements about our clients to create a strategic marketing and communcation approach that was relevant to them and 2) allowed us to pull back in the transactional metrics in a unique way. We used the transactional data to create new KPIs which became loyalty measures and identified gaps and opportunities in client spend. These metrics became a huge tool for us to market specifically, to win business we didn't have, to understand why we didn't have it and to move the needle in key product categories.