A CRM or Customer Relationship Management is an umbrella term that encompasses all the practices, strategies, and technologies that a company or business employees to interact and deal with its existing as well as potential customers. 

A complete CRM solution will help you improve relationships with all individuals associated with your business including not just customers but service users, colleagues, and even suppliers. It enables businesses to analyze interactions and data of individuals throughout the customer lifecycle, helping them in customer retention, sales growth and just improving overall business performance.