Customer relationship management (CRM) technology enables organizations to manage all relationships and interactions with customers. CRM allows organizations to provide better customer service, increase efficiency, cross sell products more effectively, help sales staff close deals faster, simplify processes, discover new customers, and increase revenues. Organizations can identify their most valuable customers based on recency, frequency, and monetary value of purchases. CRM use has grown due to factors like increasing automation and productivity, gaining competitive advantages, and meeting customer demands. CRM systems are categorized as either operational CRM, which directly supports front-office customer interactions, or analytical CRM, which supports back-office strategic analysis.