This document discusses the concepts and basics of customer relationship management (CRM). It defines CRM as referring to methodologies and tools that help businesses manage customer relationships in an organized way, with the main objective being to learn more about customer needs and behaviors to build stronger relationships. CRM is about creating a system to gain insight into customers and their value, and using that information to enhance the customer experience and foster long-term relationships. The document also outlines some of the benefits of a CRM program, such as increased cross-selling and up-selling opportunities, improved service, loyalty and retention, and higher overall profitability.