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and southern New England
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Whitepaper: A Success Model for CRM Integration - And how to Avoice
the Most Common Mistake
Written by: Peter R. Chase, Executive
Vice President, Scribe Software Corporation.
It is finally happening…after two
decades of anticipation, Customer Relationship Management (CRM)
applications are hitting the mainstream. Companies in record numbers,
and of all sizes, are implementing packaged CRM applications. Even
Microsoft has jumped in with both feet with their Microsoft CRM
offering. This is good news for business executives who have intuitively
known that CRM could help their business, but were concerned about
the seeming lack of success and adoption for those companies that
had implemented these systems before them. The key question for
many of these business executives as they create their CRM strategy
is; where will they gain strategic advantage if their competitors
are implementing these same CRM applications? Many are quickly realizing
that integration represents the key differentiator for CRM. Integrating
their CRM application into the enterprise effectively leverages
institutional knowledge of customers into actionable competitive
advantage for their sales and service teams. Companies that can
leverage their existing information assets better can turn CRM from
a tactical project into a key strategic initiative.
