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Customers are like royalty: they need to be satisfied, valued, appreciated and respected because they are the best marketing tool for a business. An entrepreneur doesn’t make his company into a brand; it’s the customers who shoulder this responsibility. Customer relationship management is a technique that revolves around the customers and is focused on understanding their needs and analysing their behaviour in order to acquire and serve them with a platter of positive, productive and pleasant experience. Apart from the monetary benefits, this tool is cost and time effective, improves enterprise performance, fosters long term relationships with clients and increases the company’s market value. Every business should incorporate the CRM system as part of their business strategy to ensure that the customer doesn’t even bat an eye to their competitors.