Please support me to prepare a brief about arguing for the adoption of Customer Relationship Management tools and strategies and outlining how they can improve the customer centricity of Food and Beverage organization $($and ultimately its performance and value$).$

Critique your organization$$s current use of Customer Relationship Management $($as a tool and strategy$),$ and propose ways in which Customer Relationship Management can be better leveraged.

Given that my organization is Food and Beverage industry and stores locate at airports. We own both Franchise $-$ very famous fast food chain and Non Franchised $-$ our local own brand. The current use of Customer Relationship Management as my organization is very basic. We use the Customer Relationship Management system to manage customer complaints and feedback, to generate sales reports and analytics, to streamline operations in a very basic level. And the Franchise is good transaction because it$$s famous compare with our local brand.