ABSTRACT
This chapter explores the vast landscape of integrations available to customer relationship management (CRM). The quality of existing integrations should also be examined, with the aim being to ensure both CRM and its integrated systems are collectively satisfying the design hierarchy of needs. Aside from enterprise resource planning (ERP), another popular integration that has received attention in the extant literature is the integration between enterprise content management— sometimes referred to as knowledge management— systems and CRM. The chapter evaluates opportunities for content management (CM) integration and highlights some of the fundamental principles behind successful CM. It highlights particular benefit from integration of CRM with ERP systems as well as CRM with enterprise content management systems. The decision to integrate CRM should be influenced by honest resource assessments, keeping in mind that integrations have been noted to be the most difficult aspect of implementing CRM and that lack of effective personnel resourcing can have detrimental consequences.
