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CUSTOMER RELATIONSHIP MANAGEMENT Firms See Value Of CRM Software, But Adoption Can Be Costly.(A)
By J. Bonasia
Investor's Business Daily
CRM, the hottest high-tech acronym of the year, should stand for Customers Really Matter.
Many companies sense a growing need for CRM, which actually is short for customer relationship management. CRM software links huge volumes of client data from e-mail, Web sites, stores, call centers and direct mailings. The ideais to let sales representatives access updated customer histories from all sales channels.
But most firms have a long way to go in tapping the potential of the software, says Bob Chatham, an analyst at Forrester Research Inc. in Cambridge,Mass. The pressure's on to make CRM pay off.
"Getting this right is really important because of the steady drumbeat in the press about how customer service is going downhill," Chatham said.
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