Success with Microsoft Dynamics CRM 4.0: Implementing Customer Relationship Management

1.2. Departmental CRM

During the early to mid 1990s, solutions became available that supported and also expanded the ability to consolidate data sources within departments that relied on the same data—customer information. These solutions, known broadly as Sales Force Automation (SFA), Marketing Automation, and Customer Service Automation (depicted in Figure 1-3), became the pillars of CRM and reflect the major transactional areas of interaction between a company and its customers. By consolidating the information within the department, companies could develop and implement structured processes, and automation of those processes became a viable option.

Figure 1-3. Standard functional areas of CRM

1.2.1. The Value of Consolidating Departmental ...