This study aims to present opportunities and challenges for phone retailers in particular and commercial and service businesses in general. The article has outlined the basics of CRM, how FPT Shop applies CRM to sales activities in its store chain. Moreover, the article also summarizes many different newspapers related to the CRM service of competitors to collect data, compare and analyze the advantages and disadvantages of FPT Shop with its competitors. The research results show that a number of customer concepts are generalized and the author's own concept of customers is introduced, including customer classification according to some basic criteria, customer value and meeting the expected value of customers, giving some views and concepts about CRM of the author, presenting content, implementation process. These are basic and practical issues related to CRM.