Appendix D. Information: The Raw Material of CRM
Information is the foundation on which all successful CRM programs are built, but it is often ignored because of the belief that information just happens after the system is up and running. The business functions think information is the job of Information Technology, and the IT department believes that its job is only technology. In fact, they share responsibility. The business team doesn't need to know how to build a database, just what information they need to run their business. On the other hand, it's not a programmer's responsibility to define what information needs to be collected; they are responsible for building the storage facility to contain and protect the value of the information ...
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