Definitions of CRM may be suspect. Companies often think of CRM as equivalent to technology. Marketers look at CRM and see nothing new. Business people often remark that definitions of CRM are as formless as the Tao. The conventional wisdom seems to be that CRM is a technologically induced business strategy aimed at maximizing business value by delivering customer value. That said, perhaps more lurks beneath the waters undermining even the best-laid CRM plans. Obviously, CRM is not as simple as it appears at first blush. In the authors' view, the real reasons for this difficulty can be grouped into three categories: dynamic complexity, fragmentation and uncertainty.
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