Customer relationship management (CRM) is growing in importance as a competitive tool. However, a successful CRM solution must consider many factors, including a well-defined implementation strategy, the people factor, and the need for integration with the incumbent enterprise resource planning solution. If these conditions are met, CRM can have a dramatic impact on internal processes, customer satisfaction, and company profitability.
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certain issues that can impact the effectiveness of the CRM solution: When embracing a CRM system, companies must take into account certain issues that can impact the effectiveness of the CRM solution. Ownership of Data Who owns a company's data and information? The obvious answer would be the company. What seems to be obvious, however, is not always accurate. When a company's top salesperson or a key employee leaves to join a competitor, all the data that the individual has collected over the years