Customer Relationship Management is a business strategy and technology system used to manage, organize, and analyze interactions with customers throughout their lifecycle, with the goal of improving relationships, increasing retention, and driving sales growth.

CRM platforms centralize customer data—including contact information, purchase history, communication records, service cases, and behavioral insights—into a single system to support sales, marketing, and customer service operations.

CRM systems function similarly to other master‑data environments (like MDM), providing a unified source of truth but focused specifically on customer and revenue‑generating interactions.