A direct route to adoption is to address issues that are causing pain in the sales and marketing arena.
CRM requires a full integration of all pre- and postsales services systems operating from a common database, using a variety of voice, data, and image communication links (wireless, Internet, etc.).
Assessing agents' writing skills means more than testing their keyboarding and spelling ability; it means finding out whether they have strong big- and small-picture writing skills.
Through KM support organizations can answer questions and resolve problems using, reusing, and adding to, information that exists all over the company, which in turn improves the bottom line.
Here are 12 lessons that have been learned from the history of CRM implementations that companies must heed to ensure that they build effective CRM capabilities.
For CRM to truly be effective, solutions must be designed and customized to fit with the unique business processes of each organization.
To achieve maximum effectiveness executives must maintain a proper balance between internal and external focus.
To understand how good your sales organization is--or in some cases, how bad it is--you must first know what data are crucial to make that evaluation.
A total CRM/SFA solution aimed at sales force--productivity improvement must consider the overall aspects of sales management.
Successful retailers recognize the Web as an important channel--one that complements existing channels, such as brick-and-mortar stores and mail-order catalogs.
The third area where finance has to evolve is creating CRM objectives and metrics that can be translated back into the traditional framework of income, balance, and cash flow statements for financial planning and reporting.
Today, email addresses are often the first piece of information requested following name and mailing address.
Contact center executives now realize that it is not enough just to plug in the system. Management must explain how the agents will benefit from the technology.
A recent KANA study on customer service within the public sector found that more than half of all citizens polled are seeking Web-based interaction with state and federal government agencies.
Content integration can be achieved through a platform that provides a single, bidirectional interface for accessing and working with unstructured content regardless of where it resides across the organization.
Real-time marketing is marketing tailored to a customer's needs by using the most current information about that customer at any point of interaction.
CRM isn't just about sales force automation, customer loyalty, or 360-degree customer views. It's also about the processes that support those ideas.
To maintain this difference managers need to do three things: hire right, engage their employees, and retain the best people.
People accomplish their day-to-day tasks through a configuration of talents.
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