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Chapter 6. Integrating Processes to Buil... > Integration Requirements of the Next...

Integration Requirements of the Next-Generation CRM Infrastructure

The hot topic, the buzzword, the sweeping technological trend that business will ride into the next century: integration, integration, integration. The next generation of CRM applications is no exception. Customer intimacy requires integration. For a CRM infrastructure to be effective, it must integrate

  • Customer content

  • Customer contact information

  • End-to-end business processes

  • The extended enterprise, or partners

  • Systems


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