1. About relationships, therefore it is a means to change and elevate the value equation for the company and the customer
2. About understanding and improving Customer Lifetime Value
3. Helps organizations to deal with, if not break down silos. Not realizing this or acting on it is one of the causes of CRM program disappointment
4. Is about customer centrism -- and therefore about customer engagement -- not customer management.
5. Is about having authentic dialogue with customers.
No less important are what CRM is not
6. A technological alternative to dealing with organizational challenges
7. A substitute for strategy
8. A means to manage all content or become the all seeing, all knowing database
9. A just contact management in another acronym
10. A good way to make the sales force do more with less
Andrew (Drew) Talbot
Marketing Consultant
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