Customer Relationship Management or CRM for short is a model for managing a company's interactions with current and future customers. When CRM is used correctly, it increases profitability and customer loyalty, both of which are very important to an organization. This involves using technology to organize, automate and synchronize sales, marketing, customer service and technical support. Customer relationship management is very important in many ways to help a business succeed and stay successful. CRM can help businesses gain a competitive advantage through communication, marketing, customer information collection, social media, and mobile technology. Customer relationship management is an ever-changing field and social media technologies have revolutionized the way businesses and consumers interact. (Choudhury & Harrigan, 2014) There are many benefits to implementing customer relationship management. Having a customer relationship management program in place is essential for a business to succeed. Effective and efficient customer relationship management is made possible through the implementation of a customer relationship management solution. Being able to track customer data is essential for an organization, allowing it to develop targeted and effective marketing campaigns and accurate sales reports. Frequently interacting with customers is a very important part of a business and having a customer relationship management program in place supports this and makes this possible. CRM makes it easier for businesses to manage large amounts of customer information and build customer loyalty. The editors of CRM Magazine also point out: "Once considered a type of software, CRM has become a...... middle of paper... management. Journal of Strategic Marketing,22(2), 149-176. doi:10.1080/0965254X.2013.876069CSC: Next-generation IT infrastructure, services and solutions. (April 3, 2014). Retrieved May 1, 2014 from http://www.csc.com/Richard, JE, Thirkell, PC and Huff, SL (2007). An examination of the adoption of customer relationship management (CRM) technology and its impact on business-to-business customer relationships. Total Quality Management and Business Excellence, 18(8), 927-945. doi:10.1080/14783360701350961 Ryals, L. (2005). Making customer relationship management work: measuring and cost-effectively managing customer relationships. Journal of Marketing, 69(4), 252-261. doi:10.1509/jmkg.2005.69.4.252 Sage ERP White Paper (2012). The future of customer relationship management; Mobile technology and social media. Retrieved May 1, 2014 from http://www.derosamangold.com