Chapter 5. Determining CRM Business Processes
CRM solutions promise an “ideal” customer relationship process via instantaneous sharing of detailed customer information across multiple interfaces. But “ideal” is not always optimal or even feasible. CRM is built upon and acts as an enabler to your individual business processes (e.g., sales, marketing, customer service) and also the more holistic, integrated total customer process.
Therefore, the degree of success realized with CRM is dependent on the functionality of your existing or future business processes.
It is important to note that all organizations have business processes, even though many may claim a lack of process. Processes are the natural business activities performed that produce ...
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