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.
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customer databases to ascertain buying patterns, product preferences, the potential for add on sales, and so on. Specifically, what is causing this renewed interest in CRM? Customers are becoming more sophisticated with increased emphasis on their experiences with suppliers. Fundamental economic changes that started in the 80's have put the customer in charge of the buy-sell relationship, i.e., either a company does business their way, or they go their own way. The growing use of the Internet makes