The article discusses how companies are focusing on building better relationships with their customers through Customer Relationship Management (CRM) systems. These systems help companies understand and meet customer needs by collecting and analyzing data from various touch points. The study shows that technology factors like trust, security, and privacy play a crucial role in the success of CRM. When used effectively, CRM can help companies provide a seamless and personalized experience to customers across different departments. By utilizing data and technology, companies can improve customer satisfaction, retention, and loyalty.