CRM aims to understand, anticipate, and manage customer needs through integrating marketing, sales, customer service, and field support. The goal is to focus on customer retention in addition to new customer acquisition. CRM provides competitive advantage through creating long-term customer value and loyalty. It developed due to shifts in business that increased customer power and supply exceeding demand for most products. CRM involves becoming customer-focused, adapting to customer needs, and conducting market research to assess customer satisfaction and needs.