To ensure customer satisfaction and loyalty, businesses must consistently deliver efficient, real-time, and high-quality customer service. CRM, or customer relationship management, is an important part of this strategy. But can a standalone CRM application deliver the 360-degree view of the customer that’s needed for excellent customer service?
A CRM application, whether it supports a contact center, web self-service, or a comprehensive suite of activities, has limitations when standing on its own. Unless it is tightly integrated with every other enterprise system that affects customers, it can’t perform the way you need it to. It’s not just new software, therefore, but integrated customer management that drives a successful CRM initiative.
This paper highlights the drivers behind integrated customer management and presents some practical solutions for achieving it. The special considerations of legacy mainframe applications are also addressed, with some new methods to make integration easier and safer. The goal of this paper is to show the fastest route to effective CRM and early ROI. It’s a route that lets you reuse the assets you already have, and buy new software only for what your existing systems cannot do.
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