Rapid globalization has presented phenomenal growth opportunities for businesses across the world. To leverage these opportunities, organizations are increasingly turning toward customer relationship management (CRM). CRM helps in maintaining long-term customer relationship by developing products/services aligned with the customers’ need. However, everchanging market conditions and evolving Technology have created a turbulent and tumultuous environment for the CRM. Flexible strategies ensure that CRM adapts to changing business realities timely, thereby minimizing the negative effect on the organization due to a delayed response. The study proposes that flexible strategies, particularly in marketing, services, and information system (IS), have a positive impact on firm performance and help the organization to retain its competitive edge.