They wanted marketing that addressed them individually, not as one lump.
They wanted salespeople armed with information and decision-making power, not puffery.
Before long, impatient customers started bossing everybody around.
The purpose of CRM was to serve them.Ĭustomers took charge. CRM did not belong to either the front office or to IT it belonged to the customer. That situation prevailed until, in the best-managed companies, the combatants came to an important realization. In many organizations, a tug of war ensued between IT and the front office, resulting in a non-productive diversion of management attention and further delays in implementing needed solutions. But IT saw CRM as a new technology, which, by definition, gave it dominion. The new "front office" partnership of sales, marketing and service claimed it as its own, which made sense because CRM mainly involves front office functions. Even before anyone unraveled the riddle of CRM, a dispute broke out over who would own responsibility for it. As the concept of customer relationship management began taking hold as a strategic priority, the long-dormant wish lists for enabling technology to support sales and marketing suddenly took on a new urgency.īut IT found capturing CRM no easier than getting lightning in a bottle. Today, such insular behavior runs counter to the need of businesses to align their IT implementation with their business objectives.ĭriving this sea change is the growing recognition that customer-focused activities-sales, marketing, customer service and others-are the most critical aspects of managing a business. At one time, IT functioned as a virtual principality, setting its own priorities without any accountability to line-of-business departments. "The relationship between corporate information technology departments and their in-house clients is changing rapidly in customer-driven organizations. The following is an extract from the article "IT Adapts to CRM Driven World" from Destination CRM Magazine: Our Telemation CRM solution is ideally suited for call center service bureaus. That is why so many call center managers, with unique and changing requirements, have chosen and continue to use Telemation CRM software as their solution. Telemation call center software was designed with this concept from the very beginning. But the flexibility to change is just as important in this dynamic business environment. Telemation, our CRM software application, was built on this foundation. Accurate and timely information provided in a professional manner is the key to any business and service operation. Providing customer service is vital to maintaining successful business relationships. This section of our technical library presents information and documentation relating to CRM Applications and Customer relationship management software and products.
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