The methods used by companies to make the relationship they have established with their existing or potential customers in the most efficient, effective and ultimately most profitable form CRM.

Factors such as increasing competition, product diversity, flexible production capability as a result of technological developments, and the dizzying speed of access to information along with the Digital Transformation process enabled the consumer to turn into a profile that acts with the understanding of "I get what I want" instead of deciding on one of the options. Manufacturers now have to shape their processes and strategies around the Customer, not around the Product. In other words; In the production strategy of the enterprises, the product-oriented approach has left its place to the customer-centered approach. This change forced companies to develop more in the field of CRM. In order to ensure efficiency and effectiveness in customer relations, first of all, it is necessary to determine what the customer needs, to develop products suitable for this need as the customer wants, and then to deliver the product to the right customer, at the right time, at the right price and with the right method.

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