One of the goals often cited for implementing CRM is an improvement in customer loyalty. That sounds like a logical objective, and knowing more about your customers and the history of your interactions with them certainly helps you understand how to keep them coming back.
Still, there’s a long way from the starting point to the ending point in the life cycle of a loyal customer, and there are a lot of pitfalls. In short, a lot of efforts that cite customer loyalty as a goal never result in actions that ever impact the....