Customer relationship management (CRM) systems play a crucial role in managing a company's interactions with current and potential customers. These systems organize customer data, track interactions, and facilitate communication across sales, marketing, and customer service teams. CRM tools enhance customer engagement by providing valuable insights into preferences and behavior, enabling personalized experiences. Additionally, CRM systems help streamline processes like lead management and performance analysis, improving efficiency and productivity. Ultimately, effective CRM practices lead to higher customer satisfaction and loyalty, driving business growth and long-term success.