In the conditions of growing dynamics and complexity of the competitive world, the formation of loyalty is not an easy task, thus underscoring the need for companies to consider various strategic options and programs to survive and flourish. One such program is customer relationship management (CRM). Each organization seeks to maintain and use critical information about the needs and choices of customers to make them satisfied and loyal. This study suggests that customer relationship management generally affects customer satisfaction and its impact on customer loyalty. The research population was a customer of the company "Business Event Network". The SPSS program was used for the analysis. The results of testing the study showed that 102 respondents were able to explain the relationship between customer relationship management (CRM), customer satisfaction and customer loyalty "Business Event Network" company. The result shows that customer relationship management has a significant impact on customer satisfaction; customer satisfaction significantly impact on customer loyalty.

SMM occupies an important role in the lives of people and so many people are represented in social networks, it provides the ideal platform for companies so they can communicate with their current and potential customers. This study continues to explore how companies can use social media marketing to build and maintain relationships with customers. This investigates through conducted research questions. How SMM is effective in terms of CRM? Can Facebook replace CRM system? Why do people choose to follow a company on Instagram? To analyze more clearly the focus will be on Instagram and Facebook applications, which in a short time acquired great popularity among private users as well as among the companies. The purpose of this study is to indicate the integration of customer relationship management (CRM) with social media marketing (SMM) strategies, and defines its benefits for business.