CRM is business jargon for Customer Relations Management. CRM is also an idea thats so important that if one is not doing it now, one soon will be. Nevertheless, whenever businesses talk about their whiz-bang CRM systems and what they can do for customers, they always tack this on as an afterthought: ""But the most important element is the people."" However it doesnt have to be an afterthought. At some companies, such as Southwest Airlines, it pretty much is just the people. But every business is a customer service business - regardless of what one thinks one does.