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Brother gets more bang for its buck with CRM

By Selena Frye Editor ·
Brother International Corporation is known for its business machines and has found a comfortable niche in the SOHO market. However, its business leaders knew they needed to know more about their customers in order to keep them loyal. This recent white paper from SAP details how CRM came to the rescue(http://itpapers.techrepublic.com/abstract.aspx?scid=215&docid=86202") with a phased-in solution that let them gain immediate benefits while continuing to add components that strengthened the customer base. By building a data warehouse and establishing an efficient call center, Brother greatly improved its competitive edge?and it's bottom line.

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