As companies struggle to do more with less, innovation has become a critical factor in business success. Organizations must innovate not only to improve efficiency and productivity, but also to differentiate their company and create a competitive advantage. This white paper highlights the important role technology can play in the innovation process and looks at how a customer-focused approach to innovation can be supported by flexible customer relationship management tools. It explains how businesses can use CRM to foster and implement customer-centric innovation, enhancing the customer experience and creating internal efficiencies to establish a clear competitive edge.