Pandora, a jewelry and accessories retailer, has seen a surge in popularity in recent years, especially with its line of charms and charm bracelets. With a vision to become the “world’s most recognized jewelry brand,” Pandora also has a mission “to offer women high quality, hand-finished, modern and genuine jewelry at affordable prices,” said Phillip Kennedy, Director of IT for Pandora, in an interview with Retail TouchPoints. “The vision and missions both are communicated throughout our entire organization.” To ensure all customers have a great experience while browsing and buying, Pandora has recently increased its investment in customer relationship management (CRM). After initially implementing Microsoft Dynamics in 2009, CRM “has evolved into a system that touches almost every aspect of our business — from marketing to sales, merchandising and consumer affairs,” Kennedy said. Microsoft Dynamics also plays a role in IT management and operations, and helps the retailer develop comprehensive reports for various areas of the business.