INTRODUCTION TO CRMDefinition: Customer relationship management is a strategy for learning customer needs. It mainly focuses on customer relationships from a business perspective. It consists of systems and strategies that enable personal and relevant communications in a timely manner. The goal is to optimize long-term profitable relationships. The company consists of many divisions such as sales, marketing, finance, etc. To work effectively, everyone must work collaboratively. CRM allows the company to understand the customer and then combine information from different divisions into a single whole. Since the data is stored in one place, access becomes easier and faster. This increases the company's profits. Every organization maintains customer data in different departments, which needs to be integrated into one system with some useful information related to customers, which can be made possible through CRM. It provides a 360-degree view of customer information. This decreases customer management costs. CRM allows the organization to attract new customers.CRM at MinitrexAt the moment the main problem of Minitrex is that no department shares customer information with another. It has two departments and four divisions working separately. Jon Bettman, vice president of marketing, is responsible for selling and promoting the product range. Harold Blumfen, vice president of insurance, divided his group into industry-specific teams to design short-term insurance products to meet customer needs. Mariella Hopkins, vice president of finance, has combined large banking services with the flexibility of small businesses. Each division works effectively within its own limitations. Georges Degas, director of sales, has received the call from the salesman... middle of paper...... to invest funds in IT and has to contact Denny Khan, vice president of the IT division, to update the system software. ConclusionCRM understands customers and builds customer loyalty by providing better customer service. All divisions of the Company must collaborate. Customer information needs to be centralized. Minitrex lacked collaborative divisions. If this is done, the CRM will work better than before in Minitrex.ReferencesJill Dyche. The CRM Handbook: A Business Guide to Customer Relationship Management, Analytical CRM. Payne, A. and Frow, P. (2005) A Strategic Framework for Customer Relationship Management, Journal of Marketing, (69:4): 167-191. Boulding, W., Staelin, R., Ehret, M. and Johnston, W. (2005) A roadmap for customer relationship management: what's known, potential pitfalls and where to go, Journalof Marketing (69:4): 155-166.