Traditional customer relationship management (CRM) can be widely defined as a range of activities undertaken by a company related to developing and retaining customers by establishing and maintaining customer satisfaction.

The key to CRM success is an appropriate combination of technology and people. Remember, CRM is not a product or service. It is an overall business strategy that enables companies to effectively manage relationships with their customers. The primary goal of CRM is to build a single, integrated, corporate-wide view of the customer, enabling the company to maximize the customer's experience. By integrating front- and back-office systems to include records of all customer contact, purchases, requests for information and technical support, the corporation can present a single face to the customer and, therefore, provide better service.