The business benefit of CRM solutions, firmly centered on improved operational efficiencies, is easy to quantify and has helped CRM become widely deployed. Yet, successful CRM is not only about features and functions or internal efficiencies. It's about better serving and supporting customers during their engagement journey. This report highlights modern CRM success stories that connect customers, companies, and devices, all which embody six overarching themes centered on customer obsession. It is an update of the same report published in July 2014.