When implementing customer relationship management (CRM), organizations often lose sight of their customers and focus on efficiency gains instead of looking at the bigger picture from a customer perspective. But organizations that can build a business-centric system flexible enough to quickly respond to changing customer needs will have a sustainable competitive advantage and enjoy profitable growth for years to come.
provide quick and trouble-free access to all relevant information, functions, and transactions, and support entire business processes. Tailor the Application to Tasks and Roles Marketing managers, sales reps, call center agents, and other CRM users have very different tasks and roles. Thus a sales manager's dashboard, a customer service representative's desktop, and a partner portal should be tailored to those specific roles. A strong focus on business users and their needs, tasks, and processes ensures