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Chapter 6. Integrating Processes to Buil... > Next-Generation CRM Trends

Next-Generation CRM Trends

It's important to note that a CRM infrastructure alone isn't sufficient. The growth of the CRM market is also occurring at customer contact points, such as call centers and the Web, and managers should pay close attention to the customer dynamics at these contact points (see Figure 6.4). As CRM infrastructures become more widely accepted, we anticipate that customer needs and expectations will change subtly across various channels, reflecting the enhanced customer support capacity of CRM systems.

Figure 6.4. The Channel Interface to the CRM Infrastructure



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