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"The Challenges of Personalized E-Support"
by Mandeep Khera - Chief Marketing & Sales officer, Maaya Corporation
The advent of e-CRM applications was the first big step toward providing better support to the strategic business customers. Although these solutions provided automated self-service to customers, they still treated all customers the same. Furthermore, the focus of these applications is more on improving call-center productivity. Clearly, these applications add value and help many organizations execute their CRM initiatives. However, they are not effective in meeting the needs of an organization's strategic enterprise customers. Each enterprise customer has its own needs and craves personalized support.
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