Sadly, many CRM & CEM initiatives have failed to achieve the "results" or the ROI that the sponsoring executives were told to expect. More alarming to me, however, is the fact that Customer Relationship and Customer Experience Management initiatives are believed to be technology plays: technology or package or cloud-computing solutions.
The failure to achieve ROI or to have "expectations" met could in fact be a result of failing to realize that CRM is not a package solution!
Loyalty-based, Customer Relationship Management is a strategy based on customer focus, on customer knowledge, and on delighting the customer. CRM is real-time, actionable, customer knowledge management. The best CRM approaches are holistic, involving all facets of your business and demonstrating accountability for results. CRM becomes a guiding philosophy and framework for doing business.
Successful CRM practitioners anchor the initiative in their strategy, as well as in their mission, vision and values not in the package, or point-, solution they choose.