Provide a detailed explanation of the benefits of using a CRM system in a business, ensuring to highlight at least 2 specific features that contribute to these benefits. Your ENTIRE response should be in English, and in all lowercase letters. no capital letters are allowed. your answer must contain a title, wrapped in double angular brackets, such as <<the importance of crm systems in business>>. your response should contain less than 150 words. highlight at least 2 sections in your answer with markdown, i.e. *highlighted section*.

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