The main objective of this study was to present a coherent model for the role of smart technologies in improving customer relationships so that organizations can use these capabilities to create competitive advantage. This research was, in nature, fundamental-applied research with a mixed exploratory approach (qualitative-quantitative). In the qualitative part, by adopting the grounded theory method (Corbin and Strauss version), they sought to discover relationships and build a theoretical model from empirical data. The statistical population of the research was composed of managers, activists, and expert professors in the field of marketing and the banking industry with at least 5 years of relevant work experience. Data were collected through in-depth semi-structured interviews, and the purposive and theoretical sampling process continued until theoretical saturation was achieved, which ultimately led to interviews with 21 people. Data analysis was conducted in three coding stages (open, axial, and selective). The results of the selective coding showed that the improvement of customer relationships through intelligent technologies was organized around a dynamic, three-level cycle that included organizational and strategic antecedents (such as infrastructure readiness and cultural fit), implementation components (including real-time analysis of interaction data and dynamic customer engagement), and dual outcomes (such as improving the customer’s emotional experience and increasing operational efficiency). The model confirmed that to succeed in intelligent engagement, organizations must first focus on fundamental readiness so that they can achieve outcomes such as intelligent adaptation to customer needs and improved decision-making speed through analytical technologies. Overall, the developed model not only provided a comprehensive theoretical framework for researchers, but also a practical guide for managers to transform intelligent technologies into a sustainable competitive advantage in customer relationship management.