Customer relationship management (CRM)
CRM technology capability and customer orientation have a positive association with the development of durable customer relationships. These resources also have a positive interactive effect on customer-linking capability, highlighting the importance of aligning strategic business and technology resources.
CRM i addition to being 'Customer Relationship Management' is also 'Customer Responsiveness (for) Me'" as it embeds customer centricity across designations and departments. CRM makes customer delight activities & innovations transparently available across different touchpoints. Hence employees in customer agile companies become socially and business responsible and are able to contribute better to overall ROI & reputation outcomes. CRM systems when implemented and managed intelligently minimize risks and maximize revenue outcomes. Only faulty implementation of CRM can bring in potential harm. The only negativity I can think of is that CRM analytics may 'kil'l certain legacy products and their production if projected revenues do not justify investing in their upgrade.
Easy to use and flexibility of customization without creating big IT scope is one thing that makes a CRM popular. If you remember old days when Oracle and Microsoft Dynamics kind of CRM systems were de-facto, customization was always a costly bet.
Then Salesforce came in the picture and change the game. However with the changing behaviour of user experience, even Salesforce needs to to a lot better.
Working in both good CRM's as well as poor ones - a poor CRM can be very cumbersome and users will not use it to its fullest capabilities. They will take short cuts and use it as little as is required, if even that. Whereas an easy to use CRM, and buy-in from all of your employees, will allow your sales team, customer support, production, etc to all be on the same page. Employees will be able to reach out to customers with full knowledge of where there account is. I've seen too many times when a sales rep has reached out to a customer with no idea that they have a complete unhappy customer - because the help desk or customer support has not updated them on a bad situation. A good CRM can either make or break your company. However, even with the best CRM, rules of engagement must be established and enforced. Enforcing engagement with a poor CRM is a continual uphill battle whereas enforcing it with a good CRM - will start working for itself once you have buy-in from a few - users will start seeing the benefits quickly and will realize that the CRM actually create efficiencies for them.