As the customers become more demanding their expectation is to be served across the purchase journey of product evaluation, purchase, service and feedback. They demand uniform experiences across channels as they have greater control over the purchase process, especially with the advent of digital world. Today, the line between CRM and digital has blurred with SAAS taking centre stage. CRM has now become a service to execute the digital strategy of a brand across marketing, sales and customer service. CRM is no longer software but technology to monitor and capture customer insights and provide a 360 degree view of the customer’s journey which critical to tweak the strategy real time for maximum impact.