Technology is certainly an important element of customer relationship management, which you addressed in "Making Sense of Sales" (Spring, 2006). But companies tend to forget that the whole reason to embark on a customer relationship management project is to improve the economic value of those relationships. Organizations tend to design their strategy -- assuming they have one -- around everything except their customers. They design around technologies, around departments, and around lines of business. But where is the customer?
Customer relationship management is about applying the right treatments to the right customer segments at the right time, in order to optimize the economic value of those relationships.