I JUST COULDN’T RESIST… this is a perfect formulation of CRM 2.0:

“Growth will come, I believe, not by increased efficiency so much, but by humanification. For example, take two well-known airlines. Both cost about the same to fly somewhere. Both have nice Boeings and Airbuses. Both serve peanuts and drinks. Both serve “airline food”. Both use the same airports. But one airline has friendly people working for them, the other airline has surly people working for them. One airline has a sense of fun and adventure about it, one has a sense of tired, jaded business commuter about it. Guess which one takes the human dimension of their business more seriously than the other? Guess which one still will be around in twenty years? Guess which one will lose billions of dollars of shareholder value over the next twenty years?” – Hugh MacLeod

(emphasis mine)