Abstract: The present invention relates to a highly customizable CRM system that can: utilize iterative scripts to interact with existing and potential customers (collectively “customers”). Customer responses to scripted questions can be stored and ranked in a database. The invention supports decision trees automatically linking future actions to feedback provided by the customer. Numerical values can be attributed to customer responses in accordance with predetermined criteria set by the user. An overall customer value can be generated from the aggregate responses of a customer. A customer rating can be generated by applying the customer value to a predetermined threshold. Decision trees can also link response values, customer values, and customer ratings to future customizable events. Decision trees can be embedded in a particular script, and decision trees can also span across several different scripts.