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One of the biggest trends for the CRM industry in 2004 was the availability of CRM applications with built-in BI capabilities designed specifically for the small and medium-size business (SMBs) market. Many SMBs invested in CRM systems to improve their understanding of their customers' needs and preferences. An end user's success with a CRM system is, to a degree, dependent on the user's ability to clearly articulate specific success metrics at the start of the CRM implementation. Companies that wouldn't (or couldn't) take the time to clearly define their goals had a much more difficult time measuring their results and justifying their CRM investment.
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