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Organizations have spent vast amounts of money in pursuit of the perfect CRM system, yet the full promise of CRM is rarely realized. The original premise of CRM was threefold: To understand customer behavior to improve relationships; to share this information throughout the enterprise to allow customer-facing systems and staff to be more effective; and to reduce costs. Unfortunately, most organizations still cannot present a consistent and coordinated customer experience. Instead communications often seem to conflict across channels or at best appear to compete for customer attention, resulting in a perceived dysfunction that leaves customers perplexed.
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