Author(s): Mei Ling Zhou
Customer Relationship Management (CRM) has become a vital strategy for organizations aiming to enhance customer satisfaction and build long-term relationships. The integration of CRM with marketing and technology enables businesses to leverage data, improve customer engagement, and optimize decision-making processes. This paper examines how CRM systems, when aligned with modern marketing strategies and advanced technologies such as data analytics and artificial intelligence, contribute to organizational performance. It also highlights the challenges and benefits of integration, emphasizing the need for a strategic and coordinated approach. The study concludes that effective integration leads to improved customer experience, operational efficiency, and sustainable competitive advantage.