Answer :
Benton will most likely use the firm's A) CRM database to identify these customers.
Here's why:
- CRM database (Customer Relationship Management): CRM systems are specifically designed to store and manage customer information, including purchase history, contact details, and potentially even profitability or customer value segmentation. This makes it ideal for identifying Benton's most valuable customers based on relevant criteria.
- Intranet (B): An intranet is a private network within a company, It might be used for internal communication or sharing documents, but it wouldn't typically house customer data directly.
- Annual sales report (C): While a sales report would show total sales figures, it might not provide the level of detail needed to identify the most valuable customers in terms of overall profitability or long-term relationships.
- Specialty-store sales (D): This isn't relevant to Benton's building supply company, which presumably caters to contractors and wouldn't have a separate category for specialty stores.
Therefore, considering the focus on identifying high-value customers and the functionality of CRM systems, option A (CRM database) is the most likely tool Benton would use.
