Using CRM Successes as Springboards

successful users have also exhibited a healthy skepticism, discounting overblown claims that the ultimate payback from a CRM system is the creation of a “real-time enterprise.” Understanding that highly accurate and timely data are not required everywhere in their businesses, they’ve tailored their real-time CRM initiatives to those parts of their customer relationships that truly do depend on “perfect” information. Once they’ve succeeded with the smaller, more-targeted CRM project, they’ve used their initial investments as springboards for solving additional problems.

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