GTI developed a personalized version of MMCM-CRM, its online customer relationship management tool, to support the sales team of Canada's leading manufacturer of generic drugs. Customer relationship management (CRM) relies on knowing your customers to offer them an optimal service and thus increase their loyalty. CRM is integral to a global marketing strategy as it intervenes at all stages of the purchasing process. To achieve this, it is necessary to analyze consumer behaviour and define clusters, facilitating offer customization.