Interesting issue: As an IT masters grad who became a marketeer (!), I would like to think that it is possible to cater for all customers. But yes, the extent of 1-to-1 realtionships is virtually impossible. An airline can never be everything to everyone (true for any organisation with large customer bases).

Hence, this is why I think CRM is evolving to identify the most critical customers, ie the VERY FFs, or the Top 20% who provide 80% of the revenues. It is possible to build more personalised realtionships with these customers. There is an increasing application of science to identify and segment customer bases for this very reason.

The closer the customer is to the top of the "pyramid" the more personalised attention they are likely to receive - or should be anyway!

Hello..
There are many benefits of having the CRM software for the business as it keeps the record of the clients and help in maintaining the good relationship. The business growth usually depends upon the client satisfaction and a good interaction with them.
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Have a look at: crm in the cloud | crm system .