CONNECTIONS: Comment - How firms can avoid 'Can't Really Make it' work pitfalls of CRM

CRM - Can't Really Make it work? Is that what the acronym really stands for? CRM has become overused as businesses adopt it to describe every marketing initiative under the sun. The good news is the groundswell of companies adopting customer management strategies. The bad news is the reality surrounding the implementation of these, which in many cases has been exaggerated. Recent research undertaken in 12 Asian markets with hundreds of leading brands begin to expose some of the dichotomies: