While the need for businesses to focus on customers has never been greater, the promise of achieving loyalty through customer relationship management (CRM) has been elusive. The value of CRM is not so certain as was once thought, and some analysts doubt that current CRM systems are capable of producing greater customer satisfaction.

Numerous theories exist as to why CRM has delivered sub-par results. The emergence of the Internet and the blogosphere has given customers unprecedented control over product information and choices, and many businesses use inward-focused CRM initiatives that fail to capture the experience of everyday customers. What has been lost, say analysts, is the goal of cultivating customer relationships by providing meaningful and positive customer experiences. Automated call centers, point-of-sale systems, and interactive voice responses are cost-effective tools, but the view that such tools improve customer experiences and increase satisfaction is a matter of ongoing debate.

Regardless of whether current CRM systems should be revised or altogether abandoned, one thing seems clear: In this age of the never-satisfied customer, marketers must put the "C" back in CRM if they hope to achieve the prize of customer loyalty.