This document discusses content management systems (CMS) and customer relationship management (CRM) systems. It argues that competitive advantage comes from understanding customer intentions rather than just focusing on CMS or CRM alone. Customers now target companies through reviews and feedback, so companies must provide useful content and tools for customer conversations to build connections. While CRM transforms customers through functions like sales tracking, data integrity and privacy issues will be major challenges. The key is to continually adjust based on analytics, add useful customer-focused content frequently, and give customers more value than they expect.