Author(s): Sofia M. Alvarez
Customer Relationship Management (CRM) is a strategic approach focused on building, managing, and strengthening long-term relationships with customers to maximize customer satisfaction, loyalty, and profitability. In the competitive global marketplace, successful organizations utilize CRM systems and relationship-marketing strategies to understand customer needs, personalize communication, and deliver superior value. This article examines the importance of CRM in enhancing business performance through customer segmentation, personalized marketing, service optimization, and data-driven decision-making. It highlights how organizations adopting digital CRM platforms can improve customer retention, optimize marketing efficiency, and develop sustainable competitive advantage.