While it is sometimes easier to see how you need to change your attitude to your customers with the help of a CRM system, it helps to consider what you intend to get out of CRM before you plunge in.

Some of the more function-orientated questions / reasons may include:

• You need a more up-to-date customer database
• Get a handle on sales with opportunity pipeline management
• Improve marketing processes
• Streamline business processes
• Improve Customer Service
• All of the above

Yes, a CRM system can deliver the above improvements, but that is to miss the point by a mile.  Think of CRM as a process, not a project or a technology, and then you are closer to the essence of what CRM can do for you. CRM helps you to:

• understand your customer
• understand your customer's wants and needs
• help the business serve them more efficiently and effectively

Thinking about it from this angle will help you to take practical steps to serve your customers better:

• Pick up the phone within 3 rings and have all the customer's details to hand when you answer
• Respond to queries within 24 hours
• Know what product ranges your customers are interested in, and sending them only relevant content
• And many other things pertinent to your business

Once you achieve customer loyalty, just watch your repeat sales and cross sales sky-rocket. See what Zappos managed to achieve: http://www.youtube.com/watch?v=tFyW5s_7ZWc