This document summarizes a presentation on effective cross-channel CRM. It discusses the shift from multi-channel to cross-channel marketing and highlights 6 key elements needed for cross-channel CRM: 1) channel integration, 2) data integration, 3) understanding customer channel preferences, 4) reporting and analytics, 5) compliance with regulations, and 6) measuring customer lifetime value. The presentation argues that a cross-channel approach places the customer at the center and requires integrating channels to engage customers across their preferred methods of communication.