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.
jean phillipe courtois
According to award-winning journalist, Jean V. Murphy, CRM is increasingly being viewed as an enterprise-wide solution '' one whose applications and processes need to integrate with other systems at all customer touch points. The purpose, she says, is to create a single profile and understanding of the customer throughout the company and a consistent and satisfying experience for the customer, whether dealing with a sales representative, questioning an invoice or arranging a product shipment. Research