Effective customer relationship management requires much more than simply tracking buying behaviors. A truly effective CRM strategy requires you to get personal, to understand your customers' preferences and to ensure that these preferences are reflected in how you communicate with your customer, each and every time.
You may be saying to yourself, "Ah, but we're already doing that. We've consolidated our customer information. We've given our employees broad access to this information across our sales and service organizations. And we routinely segment our customer database to support targeted marketing communications."
Well then, you're off to a very promising start. But can you honestly say that you have an enterprise customer communications strategy that complements your CRM initiative and guides each and every customer communication?
Source: CRM Buyer, http://crmbuyer.com