A tool and graphical user interface (GUI) may be provided for a customer relationship management (CRM) system that enables a user to create, maintain, display and use individual object (iObject) data that relates to a unique asset in a family of assets. A tool or GUI for maintaining information that relates to individual objects may be referred to herein as an “individual object workbench” (workbench). In general, a workbench may include a selection area for selecting an individual object to be defined, and a definition area in which a user may define information to be associated with the selected individual object. Each individual object may be associated with a unique identifier (e.g., a particular car is associated with a vehicle identification number) as a consistent identifier of an individual asset throughout that asset's lifecycle, which may span multiple owners, for example.