CRM optimization: Putting the “customer” back in CRM

Is your CRM strategy outdated? Ask your executives - do they truly understand what modern CRM is and what it could mean to their firm? If the answer isn’t holistic and customer-centric, then your CRM is likely not providing the value to the organization that it should be.

If typical, your CRM implementation has been part opportunistic and part strategic. Many early CRM solutions were bought by small groups of sales people to solve immediate contact and sales force automation needs. These implementations may have missed the value a CRM solution should deliver; the ability to truly understand the "customer."

CRM today, with its modern platforms, extensions and technologies has evolved to a more strategic and customer focused solution. CRM solutions now bring rich third party content, mobile apps and a social media perspective to deliver far-reaching and transformative insights into your customers. Yet, in spite of the great innovation in these modern solutions, organizations are not addressing the value they should be realizing.

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