As the employee benefits broker market continues to grow more competitive, the answer to top-of-the-line prospecting, more effective marketing and enhanced customer service lies in a technology some have tapped but few have harnessed to its full potential: client relationship management.An often used but poorly understood term, CRM is far more than a software application, and it's not what some understand to be contact management, or mere tracking of prospects and clients.

Instead, it's a robust business strategy brokers can implement to identify, manage and nurture the customer relationships they need to maintain full rosters of long-term, satisfied employer-clients.

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