Customer Relationship Management, (CRM) is a business philosophy about customers. Ultimately, every business should focus on the needs of their customers. CRM is a business strategy that enables organizations to better understand their customers in order to better serve their needs, improve customer service, enhance customer satisfaction and thereby maximize customer conversion, loyalty, and retention. It encompasses a variety of technologies employed to streamline customer interaction to find, acquire and retain customers.

Businesses are quickly recognizing that in order to survive the increased levels of competition and accessibility that the internet has provided, it is important to grab customer attention with unique brand identity and superior service levels.

With human relationships at its core, CRM tools help to add value to business by streamlining operational processes and business functions. The key focus is towards retaining customers, improving customer loyalty and thereby maximizing profitability.