
18 ◾ Implementing SAP
®
CRM
Enterprises that use customer capital as the dening component of the marketing systems
benet because of the following:
◾ ey address the customer as a whole who uses myriad services and products.
◾ ey utilize customer interactions to reinforce relationships and attain customer extensions.
It was emphasized there that the importance of packages such as SAP is not due to
the total integration of various modules, single-point data entry, data integrity, ad hoc
reporting, instant access to information, end-user computing, and so on. e impor-
tance of ERP and CRM packages arises primarily from the fact that information ...