CRM is a business philosophy that looks forward to develop the company's ability to manage  processes and information that guide the relationship (direct or indirect) with customers in order to improve their profitability and loyalty.
The approach to Customer Relationship Management suggested by Estilos is the Customer Experience Management, namely the management of the set of  customer perceptions during interactions with the corporate brand; "Customer Experience Management" means to manage interactions with the customers in order to build a solid profitability and a long term brand-equity.

Estilos thinks that adopting a system for managing customer relations is not enough in itself to make effective and profitable "business-customer" relationships, but that it is necessary to work on different dimensions such as:

• making People aware of a brand new relational dimension during all stages of interaction with the customer and his contact-person;
• aligning the quality of Products and Services to customers expectations;
• use Technology as the support of new shaped Processes  that place the Customer at the heart of the system Company.