However, IBM wanted to establish a relationship with the customer, but this seemed difficult to achieve since a customer and a computer cannot have a direct relationship with each other. other. In order to solve this solution, IBM created a CRM software application that allowed the computer to interact with the customer based on their needs and build positive customer relationships. This is a great strategy because many businesses are done through the Internet and IBM has the advantage with the software that allows them to effortlessly establish a relationship with the potential.