The article discusses how keeping customers happy and satisfied is important for a business to be successful in the long run. To do this, organizations need to use a Customer Information System (CIS) that manages different types of customer information. However, there is often a gap between marketing and IT strategies that can make implementing a successful CIS challenging. The article presents a framework for dynamic customer relationship management that suggests using information technology to support this framework. By designing the CIS to facilitate two-way communication with customers, businesses can improve their relationships and ultimately be more successful.