A relationship manager strives to develop positive relationships with either the customers or firms that a company does business with. Customer relationship managers strive to help a company retain current customers by analyzing and meeting each customer’s individual needs. They function as a trusted and loyal advisor regarding business challenges clients are facing via identifying competitive threats and recommending helpful strategies to help clients realize their business goals. Business relationship managers work with internal departments in a large company, as well as suppliers and other firms the company has a relationship with, to improve communication and strengthen loyalty, with the end goal of increasing profits.