Integration accounts for
30-50% of the costs of a typical CRM project, says Kevin Lucas. But the technical overtones of integration projects often mean that end users get involved too little and too late.
The aim of CRM systems integration is simple: to make information from one system accessible to another, or for one system to fulfil a task on behalf of another.
For example, a salesperson should be able to see all of a company’s marketing communications with a customer. Similarly, a contact centre may need scheduled delivery dates via back-office systems – supplying the back office in turn with reservations and orders.
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