Consider the following case study. A company rolls out a new customer intimacy strategy, and functional solutions to customer relationship problems commence. The sales division launches an automation program to coordinate and streamline sales activity. Customer service cleans up their install base data so that managers have information about products a customer owns when they call for service. Marketing develops campaign tools to enable targeted promotions aimed at the specific interests and buying behaviors of their customers.

While the company experiences some worthwhile advancement, problems ensue. The pricing structure on marketing's most recent promotion is inconsistent with deals being worked by sales. A sales representative walks into an account with multiple open service requests, and the customer wonders why they're being pressured to buy new products when their current products aren't working. Meanwhile, customer service calls to renew maintenance on a product that sales is currently negotiating to trade in.

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