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Today the customers have become the true drivers of change for any business and are at the focus of all decision making related to products & services. It is the customer who makes a difference between a company�s success and failure. In a dynamic business environment marked by changing customer preferences, the need to be customer-centric is very important. Managing customers is getting difficult and challenging with the changing business environment and Customer relationship management is essential today to enhance productivity & profitability, as well as to increase competitiveness and market share. Besides, the customer today is more educated and aware than ever before and wants more value for money. The most definite path to a strong and profitable business is assuring that the customer receives the highest appropriate quality of service across multiple applications and delivery mechanisms. As has been said by Peter F. Drucker, the Father of Modern Management �Quality in a service or product is not what you put into it, it�s what the customers get out of it�. Companies today are faced with an unusual complex situation where the decisions made today shall hugely impact the performance of organization in future in terms of profitability, market share and growth etc. Therefore they need to focus on continuous improvement and innovation to create value for the customer and the firm itself in the long run. Customer relationship management has seen a dramatic growth over the last two decades and a substantial amount of research budget is being spent on measurement of satisfaction. The objective of this study is to identify why CRM has emerged as an important tool in the world of Marketing. The article attempts to bring out the importance of customer centricity in bringing satisfaction in the present context marked by increased competition, diminishing customer loyalty and empowered customers.