Customer relationship management (CRM) has transitioned and evolved over the last few years.  Its adoption is powered by the rapid growth and popularity of SaaS tools. Too many companies have adopted CRM in order to cater to customers in a better manner and hence build loyalty. However, often implementing CRM does not yield the results as expected. CRM policies turn out to be ineffectual. This happens because, organizations over emphasize on CRM as a technology and undermine its importance as a business strategy. The key is to view CRM as a strategy, and not as a technology. Challenges of...