In the present era of rapid innovation where every company can be seen struggling for survival or finding ways for retaining its present market share, the Customer relationship management has proved to be one of the most effective ways for overcoming such problems.

Customer relationship management (CRM) is an approach to manage a company's interaction with current and potential customers. It uses customers’ history with a company to improve business relationships with customers, specifically focusing on retaining its customers and ultimately driving sales growth. The main objective of this research paper is to analyze the importance of CRM and how the different strategies can help the companies in retaining its customers and maintaining ever lasting relationship with them.