Customer Relationship Management (CRM) is the practice of leveraging customer data to make better decisions and develop stronger relationships between a business and its customers. The main advantage of implementing CRM processes is easier access to customer information, which allows companies to track patterns of behavior, anticipate customer needs, and respond quickly with tailored solutions. It also helps foster loyalty among existing customers by allowing them to have consistent and personalized experiences throughout their interaction with your company. Finally, businesses utilizing CRM can improve their marketing initiatives as they are able to better understand customer preferences, target specific audiences, and deliver more relevant and effective campaigns that ultimately create more engaged customers.