A survey of companies busy with customer relationship management (CRM) projects found that despite 74 percent meeting expectations, the projects are not rallying any fans, according to new data from AMR Research, a Boston e- business research firm.
The mediocre reviews were just some of the results from an AMR Research study of 100 companies that have implemented a portion of an overall CRM strategy. CRM encompasses a range of products designed to ease the customer's experience with a company. Products include basics like Sales Force Automation (SFA) to more complex call center management systems, which, for one, allow customer service representatives to access a customer's entire history of interaction with a company to speed service and troubleshoot more effectively.
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