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Effective Sales Force Automation and Customer Relationship Management by Raj Agnihotri

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Chapter 7

Achieving Full Integration for Maximum Performance

The integration of systems and processes should be a top priority for customer relationship management (CRM) system implementation. As members of any given business, employees, customers, and partners spend a lot of time searching for information. These efforts should be channeled toward gaining productivity and reducing service costs. For an organization, a standalone CRM system will not do any good until all of the applications are integrated and information is properly gathered, organized, and made accessible. For example, most of the organizations have established a link between front-end processes and back-office applications. Therefore, a CRM system, as a new entrant, should ...

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