Fame (I) Limited, a company that owns and runs the FAME chain of multiplexes and is listed on the Bombay Stock Exchange (BSE) and National Stock Exchange (NSE), began its story with Fame Adlabs in April 2002. Fame has refined the movie viewing experience for cinema patrons and has catalyzed the explosive growth of the multiplex industry across India. Fame (I) Limited however, lacked a focused plan and approach to attract its target customers. A review of its existing system revealed inadequacies as customer data were stored disparately thus effecting customer services and making reporting a challenge. The company decided to implement Microsoft® Dynamics™ CRM 4.0 with the help of Religare Technova, a Microsoft® Gold Certified Partner. Now, the company has streamlined its processes and can provide better customer service and accountability.