In CRM, customer data is captured in several different areas of the enterprise, stored in a central database, analyzed and distributed to key points (called touch points). Touch points can include a mobile sales force, inbound and outbound call centers, Web sites, point-of-sale, direct marketing channels and any other parts of an enterprise that interact with the customer. The distributed data is intended to help foster effective individual experiences between the company and the customer.
CRM is comprised of three major entities:
- Technology enabled selling (TES)
- Technology enabled marketing (TEM)
- Customer service and support (CSS)
These three segments, however, can be further drilled down.
Please download our white pager to learn more about CRM Risks & Benefits
|