Also in the business world, information (organized and accessible) is power. Customer relationship management, or CRM, systems have become fundamental tools in companies' quest to successfully manage the data of customers, suppliers and other strategic partners, as well as their behaviors and interactions with the organization. How exactly does a CRM work? Is CRM an option for all types of businesses? How to implement it? Luis Alberto Sánchez, director of data analysis at Grupo Financiero Banorte, and Gustavo Martínez Lira, researcher at the Center for Retailing of Tec de Monterrey Business School, explore the basics of CRM and the trends of a technological ally that, all indicates, came to give companies access to the (well-managed) "information power."