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Siloed CRM Applications vs. a Process-Based Approach

To address immediate business pains, companies have historically taken a functional approach to customer relationship management (CRM). Challenged to manage its sales pipeline and forecasts, for example, an organization's sales department might implement a sales force automation (SFA) application. The same company's support department, however, might select a call center application from a different vendor to better manage incoming calls and reduce call-handling times.

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