Abstract: Customer relationship management is the Process of acquiring customers by understanding their Requirements, retaining customers by fulfilling their requirements more than expectation and attracting new customer specific strategic marketing approaches. The customer relationship management (CRM) recognizes the long-run value of po¬tential customers. It increased revenues, profits, and shareholder value is the result of marketing activities directed towards developing, maintaining, and enhancing successful com¬pany–customer relationships. This paper provides an extensive review of the literature regarding on CRM principles. This review aims to increase the understanding of the different perspectives and the various types and levels of CRM principles. And also this paper aims to explore the life cycle of customer relationship management, and various benefits of customer relationship management. CRM principles provide a strategic and tactical focus for identifying and realizing sources of value for the customer and the firm and can guide organizational process.