BEST PRACTICE: Can we fall in love with CRM again?

New business buzz words and acronyms are invented all the time, but in the 1990s few were talked about in marketing circles as excitedly as CRM (customer relationship management). The hype surrounding this then-new technology, an evolution of the enterprise databases of the 1980s, was considerable. As far as marketers at the time were concerned, CRM would be the panacea to enable more effective communication with customers.