He said the company also needed to track the efficiency of sales staff.

"We wanted a system to track [sales staff] activity such as how many calls made per day and whether the calls were for account management or new business generation [so] we could see if we were applying our efforts in the right areas," he said.

The company purchased 50 Goldmine CRM licences from FrontRange following a tender which reviewed Oracle, Siebel, Saleslogix and a custom solution. The software allowed Cliftons to automate its booking confirmation and monitor sales staff appointments to feed into key performance indicators by using add-on program Mastermind.

The CRM manages more than 50,000 contacts in Australia, with about 12,000 controlled in a separately linked GoldMine system in Hong Kong.

Longmore said support provider and FrontRange partner Aaromba Technologies managed implementation as it had to rebuild severs.