With new technologies, new opportunities often emerge, especially in business. The advent of innovations, such as
social media and mobile devices, is changing the ways businesses interact with customers and the ways in which
customers desire to be engaged. Opportunities arising from the benefits of salesforce automation, business
intelligence (BI), and customer relationship management (CRM) applications are providing new levels of insight,
helping businesses acquire customers more efficiently and retain those customers longer. As a direct result,
organisations that invest in better understanding potential customers are likely to see higher returns than those
organisations that possess a more limited understanding of their customer base. Seeking the competitive
advantage resulting from improved customer focus, IT organisations have increased investment in business
intelligence and analytics and the underlying infrastructure to support those applications.

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