When CRM first came into being -- before it was even an acronym -- it was intended as a way to streamline and organize some very basic and essential processes and data. Those underlying features are still there today, and we take them for granted.

Once things like contact information, sales histories and call logging were arranged so that they made some sense, sales people and marketers could start doing interesting things. As time has progressed and as new features have taken the spotlight, some very basic uses of customer data to build loyalty and increase sales have slipped from our attention.

It's a very natural thing to see happening -- the new, shiny idea displaces the older one in business all the time. However, when that older idea is a proven revenue generator -- and when it's dead simple to implement -- maybe those new ideas should wait their turns.

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