CRM Fundamentals

Sources of CRM Value

Now that we have established what we mean when we say “CRM”, and provided a high-level outline of the book, let’s explore why a business, or for that matter any organization, might embark on such a program. What is the value of CRM?

Supporting a Data-Driven, Learning Organization

The marriage of a set of well-documented, consistently-executed processes, with a business application that supports, monitors, and reports on them provides the foundation for an agile organization that learns and evolves. This agility can help you stay one step ahead of your competition. In addition to its direct role in helping users execute business processes efficiently, the CRM application’s reports and dashboards act as “instrumentation” for ...