This document discusses customer relationship management (CRM). It begins by outlining the purpose and history of CRM, including its evolution from earlier customer information systems. Key definitions of CRM are provided that emphasize optimizing profitability through understanding customer needs and developing strong customer relationships. The document then discusses the underlying theory of CRM including retaining valuable customers and using technology to manage different customer touchpoints. Potential benefits and costs of CRM implementation are presented, as well as benefits for customers. The document concludes by outlining steps to improve CRM and considerations for building an effective customer database.