A customer-centric enterprise uses business strategies throughout the organization to best serve customers. These strategies and the technology tools that support them lie primarily in sales, marketing, and service. However, many will argue that without integrating front-office tools and data with the back office, companies cannot truly benefit from CRM. And when these many disparate systems are brought into the shared CRM system, they present a unified view of each customer to all those inside the enterprise who will touch him. This will allow the company to understand and serve the customer better, at a lower cost with better results.
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