CRM’s fine reputation has fallen considerably from when
it seemed the magic solution to all customer
relationship problems. Like any tool, however, the value
of CRM depends on how you use it. Strategic intent is
key. You first have to rethink your overall customer
strategy and pinpoint the value CRM can generate in the
context of your unique positioning with customers and
against competitors.
With the right CRM strategy in place, CRM initiatives
will not only differentiate your company from
competitors but may also allow you to capture long-term
competitive advantage. 2007. pdf
