Why build a customer relationship management capability?

By T. Coltman. Journal of strategic information systems, 2007

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Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM (2014, background): “Similarly, “e-marketing capability” (Trainor et al., 2011) and “CRM capability” (Coltman, 2007; Srinivasan & Moorman, 2005) – recognized as the combination and integration of information technology and human and business resources – are shown to positively affect customer relationships and…”
Exploring entrepreneurial marketing (2015, background): “This reduces the risks associated with tying resources too closely to specific product markets and technologies and instead encourages flexibility by combining resources in different and unique ways, in line with dynamic capabilities theory (Coltman, 2007; Teece, 2007).”