The customer relationship management (CRM) sector has exploded in recent years. What used to exist in manila folders labeled by customer is now housed in electronic form, and organizations have come to lean heavily on their CRM systems. But when those systems don’t talk to other business applications, companies still can be in real trouble.
Customers today have so many options that they don’t have to put up with ordering errors, unresponsive customer service reps, or sales teams that fumble around trying to keep all their prospects straight.
Business leaders know something has to give, but with dozens of different solutions promising that elusive “single pane of glass,” and faced with vast troves of data — often collected over the course of years — many managers don’t know where to start, or if the cost of overhauling and integrating internal systems will really pay off.