No matter how large or small your business may be, retaining a retailer's most valued customers is one of the most important things. With the help of customer relationship management (CRM), many organizations are able to retain customers for long-term business success. In this article I will address the definition of CRM, how it has changed compared to the past and what causes this change. Providing examples of successful companies that use customer relationship management system to improve their organization and keep customers satisfied. Before the application of CRM system, relationship marketing was used in most organizations. It is a marketing strategy in which organizations focus on building and developing customer relationships and continuously providing quality products and services in order to increase their profits. In this way, organizations provide them with all the information about a particular product that directly suits their needs and interests in order to ensure that they get what they are looking for. In relationship marketing, companies focus primarily on increasing the number of individual sales and attracting customers, but not on retaining them. However, due to the development of technology, change in consumer behavior, organizational attitudes, market situation and increase in the number of competitors in the global market, the concept of relationship marketing has also changed. Consumers no longer see themselves as passive consumers and their attention span is much shorter. Additionally, technological advancements such as smartphones, online applications, multi-touch devices, 3D technology, and HD video recording have provided consumers with more choice and better products. Unlike 20 years ago, it would have been impossible... half paper... all this information, Tesco can create additional revenue. Furthermore, customers also get benefits from using the club card. Tesco offers discounts, rewards, special promotions and more to cardholders, both new and loyal customers. Customers are very satisfied with the services and benefits they can get. This is a win-win situation. In conclusion, the company should think more about how to make its customers satisfied and successful instead of focusing on how to improve the product or service team. The purpose of CRM is not only to ensure that customers repeatedly visit a store or site and are satisfied with their experiences, but also to ensure that they do not get involved in the activities of competitors who also aim to attract their customers. A good CRM system can definitely produce brand fanatics and increase ROI efficiency if managed flawlessly.