CRM involves tracking customer interactions to create value for both customers and companies. Software like SAP and Oracle are used to store customer information to better understand customers and satisfy them. The goal is improved customer service and targeted marketing. CRM includes front office customer interactions and back office operations that support customers. Reliance Mart's CRM focuses on loyalty, retention, communication, and gratification through programs like memberships offering discounts and insurance. Communication includes SMS, emails, and events. Limitations include inconsistent policies across stores and delayed membership processing.