The main objective of Customer Relationship Management is to create a strong bond between customers and the company. The strong bond can be built by focusing on the two main objectives of CRM. Provide the organization and all employees who deal with customers with a single and complete view of each customer at every touch point and across all channels and provide the customer with a single and complete view of the company and its extended channels (O' Brien, A & Marakas, G. 2004). To provide tools that help companies satisfy their customers, customer relationship management systems include several technologies. They use software such as SAP AG, Oracle, Siebel Systems, Epiphany and People Soft. All the software mentioned are web-enabled and are the most used by companies today. Customer relationship management system helps companies improve contact and account management, sales, marketing and fulfillment, customer services and support, and loyalty and loyalty programs. Using intranets and the Internet, customer relationship management systems can make customer information available to all company employees. This access to customer information will help employees immediately update and save relevant information for future interactions. It will also help sales professionals successfully obtain the required information before contacting customers. There are two types of selling used to improve sales that benefit from CRM systems: up-selling and cross-selling. When sales representatives find a way to sell an existing or new customer a better product, it is called upselling. Cross-selling is when sales reps improve their sales by offering extra products (O'Brien, A & Ma...... middle of paper...... for as long as possible. They are able to personalize and personalize customers' information so they can better assist customers based on their needs and characteristics. This benefit will help sales representatives better assist and satisfy their customers the next time they need services to increase revenue Another advantage of CRM is that it allows companies to exploit new markets. To be successful, it is important that CRM has employees who accept change and that customers are one of the most important things about a company software at work to save customer information are more likely to be more motivated and efficient As a result, they will provide the best service to customers. Works Cited O'Brien, A.; Marakas, G. (2004) Management Information Technology: Managing Information Technology in the Business Enterprise (6thed.)..