This document provides an overview of strategic customer relationship management (SCRM). It discusses how SCRM has evolved from basic contact management systems to become a core business strategy. SCRM involves integrating customer data and insights across an organization to better understand customers, identify opportunities, and drive profitable outcomes. The document also introduces the concept of next generation SCRM, which takes a more holistic view of customers by involving all business functions beyond just sales, marketing, and support. It argues next generation SCRM should be a company-wide initiative led from the top-down to fully realize its benefits.