ABSTRACT
CRM History: How Did We Get to Where We Are Today? ............................... 415 CRM’s Future ..................................................................................................... 418 CRM as an Integral Part of Enterprise Systems Integration .............................. 419 CRM and Its Impact on Customer Relations ..................................................... 420 CRM and Its Impact on Marketing .................................................................... 422 CRM and Its Impact on Sales ............................................................................ 423 CRM and Its Impact on Customer Contact Centers ........................................... 423 Approaches to Adopting CRM ........................................................................... 424 Summary ............................................................................................................ 426 References .......................................................................................................... 426
This chapter focuses on Customer Relationship Management (CRM) and the importance of leveraging applications and processes to improve customer relationships from a sales, marketing, and contact center perspective.
