CRM is the abbreviation of English Customer Relationship Management, which is generally translated as "Customer Relationship Management". CRM was first produced in America, and the concept of CRM was first put forward by Gartner Group. After 1990s, with the tide of Internet and e-commerce, it developed rapidly. Different scholars or commercial organizations have different views on the concept of CRM.

The initiator of this concept believes that CRM is a business strategy, which effectively organizes enterprise resources according to the classification of customers, cultivates customer-centered business behavior and implements customer-centered business processes, and improves the profitability, profit and customer satisfaction of enterprises as a means.

IBM believes that CRM can establish a long-term, stable and mutual trust relationship with customers by improving product performance, enhancing customer service, improving customer delivery value and customer satisfaction, thus attracting new customers, maintaining old customers, improving efficiency and competitive advantage for enterprises.

SAP Company: The core of CRM system is the management of customer data. The customer database is an important data center of the enterprise, which records all kinds of interactions between the enterprise and customers in the process of marketing and sales, as well as the status of various related activities, and provides various data models to support later analysis and decision-making.

On the basis of summarizing the above classical CRM concepts, CRM can be defined as: CRM is the combination of modern information technology and business ideas from three aspects: sales concept, business process and technical support. It takes information technology as a means to form an automated solution through the important combination and design of "customer-centered" business processes, thus improving customer loyalty and ultimately achieving the improvement of enterprise operation efficiency and profit growth.

No matter how to define CRM, "customer-centric" will be the core of CRM. CRM can shorten the sales cycle, reduce the sales cost, increase income, expand the market, and improve the profitability and competitiveness of enterprises in an all-round way by meeting the individual needs of customers and improving customer loyalty. The original intention of any enterprise to implement customer relationship management is to create more value for customers, that is, to achieve "win-win" between customers and enterprises.