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Effective Sales Force Automation and Customer Relationship Management by Raj Agnihotri

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Chapter 5

System Planning and Designing

Careful planning is required before an organization actually starts implementing a customer relationship management (CRM) system, and the most important principle is to keep the process simple. Organizations often get into the mode of reinventing the wheel while incorporating the CRM system into its existing structure. Only in rare occasions is it necessary for organizations to reconstruct the whole system from scratch. The focus should be on capitalizing on the resources and processes that the organization already has in place. This will flatten the learning curve for the workforce. Yet, there will be some areas where firms do need to start fresh, and such decisions should not be taken lightly. Planning ...

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