Mobile phone retailer Crazy John's has deployed a Customer Relationship Management (CRM) platform to centralize its sales, reporting and customer facing channels.

Crazy John's is an independent mobile phone retailer with 100 retail outlets across Australia and more than 700 staff.

The company made a move to become a Mobile Virtual Network Operator(MVNO) through Vodafone in July last year after its contract with Telstra was terminated through legal battles.

Crazy John's head of operations, Stephen Tuffley, said it began using the platform following its move to become a MVNO.

"The CRM has everything built into it, including our billing system, invoicing and inventory," Tuffley said.

"We had no network before [the Telstra split]. We had a POS (point of sale) system, but we relied on Telstra for our billing infrastructure.

"We are continually adding new features into it as our requirements develop and the business moves forward."

The CRM has about 500 users and will expand as the company creates new products and services and expands its retail chain and contact centres.

Tuffley said the Grahame Technology ciboodle CRM was chosen from a shortlist of competitors which also matched the business requirements.

The CRM integrates with more than 25 databases and applications and is the first deployment of its kind in Australia.