Customer service representatives play a crucial role in the strong bond between businesses and their clients. They are the middle men, so to speak, who break communication barriers, working to maintain and improve sales. Itâ¤™s imperative that they are well-versed in all things related to the company, from its products and services to the location of its headquarters and details of its current programs, in order to respond to the needs of the customers adequately.Unfortunately, a lot of companies are struggling to improve their customer relationship management (CRM) systems despite having amply trained customer service representatives. Comcast, the nationâ¤™s largest cable provider, is one good example of a company suffering from the effects of poor CRM. Its most recent crisis is documented in an eight-minute customer service pain call, which was widely circulated in the Internet and heard by millions of people, many of whom are both current and potential customers.