The CRM Investment Primer: How Do You Make The Right Technology Investment In CRM?
Before investing in CRM technology, consider how it will impact the customer contact center, the activity hub of your company's customer connections. Sales and service representatives interact with customers every day: face to face, on the phone and using email, web and instant messaging. The technical support staff for the contact center operations, the quality managers and contact center supervisors can see what is working in the customer relationship and what is not. To improve CRM, follow the patterns of customer interactions that occur naturally.