Recognizing that Customer Relationship Management (CRM) can be the most critical driver of customer loyalty, many large companies have thrown themselves headfirst into the task of improving CRM efforts.

However, a lack of internal CRM integration initiatives -- both across marketing, sales and service channels and between front and back office systems -- is thwarting success and preventing CRM from making good on its promise to deliver satisfaction in an age of 24/7 customer interaction.

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