The current business environment is undergoing yet another transformation characterized by a tighter economic climate, increased globalization, competition for top customers, the advancement and rationalization of the Internet, cost management/reduction, mergers and acquisitions, etc. These trends have impacted the competitive landscape by:

Now more than ever, companies are becoming aware of the tremendous benefits associated with understanding current and prospective customers from both an economic and behavioral perspective. As such, most companies have embraced customer relationship management (CRM) as an important element of their corporate strategy. To help enable these CRM programs, companies have invested in customer-facing solutions such as sales force automation, customer service centers, marketing automation, business to consumer (B2C) Web sites and others. These applications help facilitate better service and more efficient interaction with customers through each respective channel. Unfortunately, many companies have implemented these applications as independent, nonintegrated solutions. As a result, they have yet to achieve several important CRM objectives, including:

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