It is a truism that each company is unique. What is often not realised is that each therefore needs to approach Customer Relationship Management (CRM) in a manner that suits its own circumstances and business needs and not those that are convenient for its CRM solutions suppliers. Consequently a standard CRM solution that meets the needs of every company does not exist; irrespective of what the software vendors say. To achieve maximum effectiveness each solution has to be 'tailored' to fit rather than being 'off the peg'. This is true whatever the industry.