This paper studies the application of customer relationship management based on data mining. Through the use of data mining technology to mine all aspects of customer relationship management, scientifically and orderly manage customer relationships, help companies reduce and avoid risks, and improve company profits. This article takes the mall customer relationship management system as an example, uses the SPRINT classification algorithm to classify customers, improves the accuracy of customer classification, and makes the mall's related decisions more credible. The best customer retention strategy algorithm is used in customer retention to help the shopping center make decisions, so as better to retain customers and maximize the profit of the shopping center.