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Chapter 15. Redesigning Your Business fo... > Integrate CRM Across the Enterprise

Integrate CRM Across the Enterprise

You will be integrating your CRM technology and process across departments or lines of business (for example, sales, service, marketing, and the Internet) rather than automating around traditional departmental boundaries or individual business lines. The point of this cross-boundary integration is to deliver the same face, process, and products regardless of where your customer contacts you.

For example, if you order a product from a company on the Web and decide to make a telephone call to check on its delivery, you expect the phone representative to have your information available. You shouldn't be forced to go back to the Internet to find out. Similarly, if I order a product from one branch of a store, then check with another branch on how much it costs or when to expect delivery, I should get consistent answers no matter which branch I call. Making these scenarios work involves integrating systems across customer touch-points.


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