Customer relationship management (CRM) system for enhanced retention of customers of a business entity. In one embodiment, a historical data corresponding to a customer is maintained in the CRM system, with the historical data including information on prior interactions between the customer and the business entity. On receiving a call from the customer, the historical data is identified and an attrition risk (indicating the probability of retaining the customer) is computed based on the identified data. Different offers based on the computed attrition risk are then determined and communicated to the customer during the call.