ABSTRACT
This chapter reviews the state of customer relationship management (CRM) post rollout and landscape most conducive to ongoing CRM success. It explores CRM integrations, CRM is rapidly expanding out of its original functionality to, in many cases, evolve into an enterprise resource planning (ERP) system serving multiple user groups across various functional areas in the organization. If a future initiative compromises the existing abilities for users to interact with the system creatively and make the most of the insights it provides, users will be frustrated by what they will perceive as inconsistent management cues. Evangelism is an opportunity not only to increase awareness of and excitement around CRM features but also to improve the way users of CRM view the Technology Division more broadly. The chapter examines the implications of expanding CRM's remit to serve as a tool beyond simply managing relationships, but also for various back-office functions such as billing, or even as a full-scale ERP solution.
