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Chapter 6. Integrating Processes to Buil... > The New CRM Architecture: Organizing...

The New CRM Architecture: Organizing around the Customer

How does application technology work together with a CRM strategy? Technology is a critical tool for supporting a CRM implementation and the strategy's ongoing success. By answering the following questions, you can determine how CRM and its supporting technology would work together at your firm.

  • Are most of the company's applications designed simply to automate existing departmental processes?

  • Are these applications capable of identifying and targeting the best customers, those who are the most profitable for the organization?

  • Are these applications capable of real-time customization/personalization of products and services, based on detailed knowledge of customers' wants, needs, and buying habits?

  • Do these applications keep track of when the customer contacts the company, regardless of the contact point?

  • Are these applications capable of creating a consistent user experience across all the contact points the customer chooses?


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