This paper delves into the transformative impact of Big Data Analytics (BDA) on Customer Relationship Management (CRM) through a comprehensive systematic literature review. Our goal is to uncover how BDA mechanisms, such as sentiment analysis, behavior prediction, and interaction automation, can enhance CRM efficiency. Specifically, we aim to explore how these techniques improve customer identification, acquisition, retention, and relationship optimization. The core research question is: How can BDA enhance CRM efficiency? Our analysis of 25 scientific articles reveals that BDA significantly boosts CRM by fostering deeper personalization, anticipating customer needs, and refining customer interactions to elevate satisfaction and loyalty. Theoretically, this study introduces a preliminary analytical model grounded in key theories like information asymmetry and customer engagement, providing a cohesive framework for understanding BDA integration into CRM. On a practical level, we offer actionable guidelines for leveraging BDA effectively, with a focus on personalization and process optimization to drive CRM success.