This whitepaper outlines some of nowadays challenges and trends as companies work to create the optimal customer experience and achieve anticipated value from their Customer Relationship Management (CRM) investments. Consistent with positions taken by leading analysts such as Gartner3, CRM is more than a one-time initiative or system implementation project. It may be more productive to think about CRM as an ongoing process of aligning business strategy, processes, enabling technologies and culture to deliver the kind of customer experience that increases loyalty among the most profitable customers. To increase the value of customer relationships, the people need access to the right customer information and the ability to work across geographies and organizations with colleagues, partners, and customers.
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