The concept of customer relationship management (CRM) is a strategy and methodology that focuses on building authentic, meaningful relationships with prospects and customers to keep them connected and loyal. CRM involves leveraging technologies to meet customers' needs, providing 360-degree visibility into their behavior, interests, and engagement. This enables companies to deliver exceptional service, personalize messaging, and create tailored experiences that exceed customers' expectations. By doing so, CRM helps increase sales, decrease churn, and differentiate a company in the market. It also empowers teams to derive real insights from data, drive informed decisions, and make marketing more effective. The benefits of CRM include improved profitability, customer retention, and the creation of brand advocates and ambassadors who promote a company's products and services. CRM is typically divided into four stages: data collection, analysis, refinement, and execution. It also encompasses various examples, such as exceptional service, personalization, social media engagement, loyalty programs, and surprise and delight initiatives. Ultimately, CRM is essential for good business, as it helps companies keep current customers rather than attracting new ones and increases brand relevance, revenue, opportunity, and sustainability over time.