A commitment to CRM is a commitment to organizational change
Customer-initiated transactions begin an information flow impacting sales, marketing, inventory, suppliers, support, accounting, QA, and logistics, and the web team
Tightly controlled Ågislands of informationÅh and Åginformation silosÅh impede the flow
Valuable information is lost unless the site is integrated into back end systems
There must be easy and rapid information exchange occurring in real time among organizational units
III. Web-based CRM and organizational change
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