Maintain Relationships to Increase Customer Loyalty. CRM aims to create and sustain a long-term relationship between a business and its clients. The fundamental idea behind customer relationship management (CRM) is to monitor client requests and feedback in order offer enhanced service. You can keep up a good client relationship and have clear interactions with ERP's CRM product. You can track the details of customers and suppliers in detail with the CRM module to learn about the issues they face and create a complete database with user-defined information that is available as a record to ignore in the future for business continuity.