Gary Lemke
President
RealMarket
glemke@realmarket.com
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As
Seen in CUSTOMER Support Management magazine - July 2001
issue.
Why Integrate?
Integration is emerging as one of the most dominant CRM trends. And while CRM has always been about creating "a single view of the customer," in the past, a single view of the customer was seen as a data issue only - the collection of customer data that would be "nice to have." Now, however, in terms of customer management, creating a single view of the customer is more about integration of customer information. "Nice to have" has moved to "imperative."
But
CRM integration can mean many different things. Depending on the organization and the nature of customer relationships, the need for integration exists on different levels. In general, though, there are five primary forces driving the current need for integration in CRM:
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