Toronto-based Mercedes-Benz Canada, with a network of 55 dealers, did not know enough about its customers. Dealers provided customer data to the company on an ad hoc basis. Mercedes did not force dealers to report this information, and its process for tracking dealers that failed to report was cumbersome. There was no real incentive for dealers to share information with the company. How could CRM and partner relationship management (PRM)

systems help solve this problem?