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Structured CRM for Business Success:

Establish a Clear Path to Optimize the Business Value of Customer Relationships

The Current State of CRM

Today more than ever, organizations must prioritize customers and focus on both existing and new relationships in order to increase the value of the interactions with them. A spreading awareness of the importance of customer experiences and interactions has transformed how organizations view not only managing relationships but valuing them. Existing approaches to customer relationship management (CRM), however, are not up to the task of enabling organizations to achieve the best possible results from their processes. While customer relationship management systems are ubiquitous, many organizations report feeling locked into existing approaches and applications and do not see any path to getting more value from them.

Effective CRM requires an organizational approach to optimize all customer processes, one that is supported across business units such as marketing, sales and service. Furthermore, a CRM system should provide a structure and framework for customer processes that’s both unified and seamless across all departments. Unfortunately, though, today CRM is a decentralized collection of separate applications associated with sales force automation, marketing and customer service, lacking a consistent framework and process for completing transactions or getting access to information.


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