The main objective of customer relationship management is to create a strong bond between customers and the company. A 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, comprehensive view of each customer at every touchpoint and across all channels and provide the customer with a single, comprehensive view of the business and its extended channels (O'Brien, A & Marakas, G. 2004).To provide tools that help businesses satisfy their customers, customer relationship management systems include different 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 businesses today. The customer relationship management system helps businesses improve contact and account management, sales, marketing and fulfillment, customer services and support, and loyalty and retention programs. Using the intranet and the Internet, customer relationship management systems can make customer information available to every employee in the company. . This access to customer information will help employees immediately update and save relevant information for future interactions. Additionally, it will help sales professionals obtain the required information before contacting customers. There are two types of selling used to improve sales that benefit from CRM systems: upselling and cross-selling. When sales reps find ways to sell a better product to an existing or new customer, it's called upselling. Cross-selling is when salespeople improve their sales by offering additional products (O'Brien, A & Ma...... middle of paper ......s for as long as possible. They are able to personalize and personalize customers' information so that they can better serve customers based on their needs and characteristics. This advantage will help salespeople better serve and satisfy their customers the next time they need to. services to increase their revenue Another advantage of CRM is that it allows companies to tap into new markets. To be successful, it is important that the CRM has employees who accept change and that customers are one of the. most important things of a business. Employees who use software at work to save customer information are more likely to be more motivated and efficient. Therefore, they will provide the best service to customers. Works Cited O'Brien, A.; Marakas, G. (2004) Management Information Systems: Managing InformationTechnology in the Business Enterprise (6th edn.)..