For most NFP and membership organisations, the importance of a good customer or contact relationship management (CRM) system are obvious. They understand that this system underpins all the work they do and that operating at scale would be impossible without it. And as every organisation grows, there is a point at which they decide to cease managing everything manually and switch to an automated system. But how do we know when that point is reached? And what should a great CRM be doing for us that a poor or average product is not?