CRMA customer comes to buy a pair of trousers to your store. Your CRM system recognises him and pings you that this customer had last purchased a pair of shoes 2 years back from you. It is worthwhile asking him whether he would like to go for a change of shoes as well. Your CRM also informs you that he hates anything which is black and loves flashy colours. You advise your salesperson to display all flashy colours to the customer. True to the spirit of CRM, the customer ends up buying a pair of fluorescent shorts as well!
This is the power of CRM. It not only traces the past of the customer with you, it also gives indicative trends of the customer in the near future.