Prior to beginning work on this discussion forum, read Chapter 10 of your textbook and Macnish and Ana’s (2019) article, Case Study—Customer Relation Management, Smart Information Systems and Ethics(https://doi-org.proxy-library.ashford.edu/10.29297/orbit.v2i2.114).
Based on the content presented in these readings, describe the strategic importance of CRM, and discuss how the digital world has transformed CRM practices and relationships between customers and companies.