Another important factor is that of actual behaviour.
We go to these CRM refreshers, sit for the CAA regulated 4 hours and then it's over and done with. In many cases, yes the content is very interesting and could perhaps come in handy. But the problem isn't knowledge. It's the actual behaviour. You can't change your behaviour over 4 hours. It takes time and also willingness to change. If the company wants to change someones behaviour they therefore need to spend more time in training and in that training, incorporate their CRM views and they also need to motivate the applicant to change.
Perhaps you'll find yourself saying "ah, I remember this" or "wow, I never thought of that" during the course, but it won't change your behaviour. Perhaps your behaviour doesn't need to be changed and in that case there's no problem. But in the case a behaviour change is required, it most likely wont be accomplished.
"CRM think" is something that needs to be focused on at an early stage in training to allow it to sink in and so that the student has time to actually apply his/hers lessons to real life situations and from there evaluate what could have been done better.
/LnS