The objectives of any CRM initiative should be customer focused. Examples might include increasing sales per customer, improving overall customer satisfaction, more closely integrating the firm’s key customer with internal processes or increasing supply chain responsiveness. These will vary somewhat based on the overall strategic focus of the firm. Once these objectives are in place, tactical goals and plans can be instituted at the functional level, consistent with the CRM objectives. Finally, tactical performance measures can be used to track the ongoing performance of the CRM program. The performance will serve to justify the initial and ongoing cost of the program.