iProspect is a global digital performance marketing firm. It works to increase Web site traffic for its clients through services such as search engine optimization, lead generation, Web site analytics, and Web site conversion enhancement. Its clients include such firms as Adidas, American Express, Coca-Cola, Ford Motor Company, General Motors, and Sharp Electronics. The firm needs a formal means of capturing information about its customers and their interactions with the company. It also hopes to implement a CRM system that will capture its best business practices to enable it to build on sales and customer satisfaction successes.  What specific tasks must this CRM software perform?

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