CUSTOMER RELATIONSHIP MANAGEMENT. This book aims to help small and medium-sized business owners understand the basics of customer relationship management (CRM) and, more specifically, how CRM tools and the Internet can help them implement CRM measures in their business. If you want to understand how to better meet your customers' needs, this book is for you. What is customer relationship management? The concept of CRM encompasses the ways in which your company interacts with your customers. Most people think of CRM as capturing customer information. But that's only part of the picture. CRM is about using technology to gather the information you need to provide better support and service to your customers. In other words, CRM is also about what you do with that information to better meet the needs of your existing customers, and to find new customers to increase your profits.