In today's highly competitive global marketplaces, the ability to develop, retain and grow a mutually beneficial relationship with customers enables organizations to gain competitive advantage – or perhaps simply survive. Customer expectations are growing too, as businesses implement new sales and marketing concepts. As more and more companies invest in customer-focused business processes, there is more and more demand for technologies to capture, store, process and deliver customer information.

To support the new vision and strategy of an organization, a customer relationship management (CRM) initiative is frequently a major driver. It can be one of the most extensive overhauls that an enterprise undertakes, involving just about every aspect of the enterprise's business, including organization charts, culture, incentive bonuses, technology and more.

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