This document discusses how big data analytics can be used for customer relationship management (CRM). It outlines the 5 Vs of big data: volume, variety, velocity, value, and veracity. Big data in CRM allows companies to gain insights from the huge amounts of customer data generated daily to better understand customer lifecycles, behaviors, and preferences in order to personalize services and promotions. However, challenges include limited storage, ensuring data quality and relevance, and the high costs associated with big data analytics.