Technical changes
There must be an infrastructure to support a large and complex web site
Support for combinations of solitary, interactive, asynchronous, and synchronous CRM
Requires a high level of system integration linking the web front end to the firmÅfs back end systems
Web-generated customer information has to flow to appropriate business units in real time
It can be used to create and maintain product knowledge bases and dynamic customer profiles
III. Web-based CRM and organizational change
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