1. Why is CRM Critical to the Success of Companies? (5 marks) Under this heading discuss the following topics:
   1. Why is Customer Relationship Management becoming increasingly important in recent years?
   2. How is technology playing a role in helping companies manage their customer relationships?
2. Potential Drawbacks of CRM (5 marks) Under this heading discuss five reasons why implementing a customer relationship management (CRM) solution might not have the desired results - why it may not be a success or lead to the results the company expects.
3. Future of CRM (5 marks) Under this heading, answer at least 3 of the questions below regarding what CRM will become in the future:
   1. How will customers' expectations of companies change over the next 5 to 10 years?
   2. How will the relationships between consumers and suppliers change in the future?
   3. What types of technology are emerging or will emerge to help manage customer and supplier expectations?
   4. What is the future of the B2B relationship between customers/suppliers?
   5. What tools will help marketers better serve customers and manage their CRM strategies?
4. Select a company that you think really understands CRM and has an effective strategy in place. (5 marks) Discuss their approach to strategic CRM and related activities, strategies, and performance outcomes.

1. 5 marks for formatting, appropriate referencing using APA citations (https://libraryguides.centennialcollege.ca/apastyleguide), completeness, spelling, grammar.