Customer Relationship Management (CRM) is one of the latest innovations in customer service today. Providing better services to your customers than your competitors is the basic achievement and goal of any business organization. Like any other organizational initiative, the ultimate purpose of CRM is to increase profit by having more satisfied customers, more profitable business and more resources available to the support staff. Retention of customers is necessary for growth and sustainability of business. Keywords- Customer Relationship Management, Customer Retention, Sustainability.