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In order to meet the demands of an increasingly competitive marketplace, International Specialty Products (ISP), a recognized global leader for developing, manufacturing, and supplying innovative specialty ingredients that enhance product performance, turned to CRM to meet and exceed these demands. ISP initiated their CRM project in the fall of 2004. ISP's CRM project was launched as part of an effort to enhance customer service activities and processes by integrating sales, customer service, R & D and marketing across the entire organization worldwide. Recognizing ISM, Inc. as experts in CRM, ISP engaged ISM to formulate a CRM strategy and to assist with the launch of the CRM program.

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