Customer relationship management (also referred to as CRM) is a customer-oriented management, a business approach characterized by the active creation and maintenance of long-term customer relationships. These relationships must be beneficial for both the customer and the company (the situation of two winners), which excludes unethical behavior towards customers.

Very simply, CRM is sometimes considered an information system that provides the process of collecting, processing and utilizing information about the company's customers. It enables us to recognize, understand and anticipate customers' needs, wishes and purchasing habits and supports two-way communication between the company and its customers. CRM is also referred to as software, hardware and personnel equipment of the company, which is entrusted with the performance of these functions.