The author has been a strong proponent of the argument that although contemporary CRM systems, when installed and implemented correctly, can be extremely effective when badly considered and implemented poorly, they can alienate the very customers they seek to manage. If the term management must be included, author has suggested switching the words around think that managing relationships with customers is a better description of the objectives behind the concept where the re-wording shifts the emphasis to customers as should be the case. Achieving Excellence in Customer Management a business approach that seeks to create, develop and enhance relationships with carefully targeted customers in order to improve customer value and corporate profitability and thereby maximize shareholder value. A Practical Approach emphasizes the point that any and all emails that are sent to customers for whatever purpose are representative of the brand or organization, and so they are part of the marketing strategy.