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Unit 9: The Wireless Revolution

comprehensive business processing system to be in place with defined structures and data quality. Notes
If not, interfaces must be developed and implemented to extract data from different systems. This
creates a demand far beyond customer satisfaction to understand the full business-to-business
relationship. For this reason, CRM is more than a sales or customer interaction system.
The experience from many companies is that a clear CRM requirement with regard to reports
(e.g., input and output requirements) is of vital importance before starting any implementation.
With a proper demand specification, a great deal of time and money can be saved based on
realistic expectations of systems capability. A well operating CRM system can be an extremely
powerful tool for management and customer strategies.

Privacy and Data Security

One of the primary functions of CRM software is to collect information about customers. When
gathering data as part of a CRM solution, a company must consider customer privacy and data
security with respect to legal and cultural environments. Some customers prefer assurance that
their data is not shared with third parties without their consent and that it cannot be illicitly
accessed by third parties.

Figure 9.6: Relationship between IT and CRM

CRM Applications

Figure 9.7: CRM Applications

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