Chapter 6. Business Intelligence

Customer relationship management (CRM) is an essential profitability and growth vehicle. It provides effective management of marketing initiatives, sales execution, and service portfolios. It also enables cross-departmental collaboration, such as the marketing department handing over campaign leads directly to sales, customer services passing on a customer satisfaction index to sales before the next sales call, or customer services providing feedback to the product managers for the most requested features that they hear about in a support call.

Seeing the Big Picture ...

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