Customer Relationship Management is a technology for managing company relationships and interactions with current and potential customers. The goal is simple: improving business relationships. CRM helps companies stay connected permanently with consumers, streamlines processes and improves business profitability. An intelligent company can use its CRM system to attract new segments of consumers and also to predict whether current customers would still buy from them in the future and what products / services they would need to meet their needs. A CRM system centralizes all the information in a company, and when requested to access, it will be possible to do so from any department of the company, as the content will be stored on a single database.

Over the past 20 years, global markets have focused their interest from sellers to customers. Today, customers are more important and stronger than sellers, taking into account market leadership. Different kinds of CRM platforms can be identified depending on: changes in customer portfolios, business operations speed, the need to manage important data, and the need to share information, resources and efforts.