Customer relationship management is primarily used by firms to ________.

A) attract new customers
B) survey profitable customers
C) retain loyal customers
D) target infrequent customers

Customer relationship management (CRM) is used to build and maintain relationships with customers, particularly loyal ones, hence the primary goal is to retain loyal customers. While attracting new customers and targeting infrequent customers may be secondary objectives of CRM, the primary focus is on retaining loyal customers. Surveying profitable customers may be part of the CRM process but it is not the primary objective.