Today, CRM is so much more than sales force automation. For many, it is the single source of truth about people (external and internal), companies (prospects, customers, vendors) and critical process data.
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Thanks to the affordability and flexibility of today’s CRM solutions, organizations can leverage CRM as a single platform for storing and sharing data across the enterprise. It touches all corners of an organization, integrating front and back office functions as well as 3rd-party systems. Employees across the enterprise gain deeper visibility into the people they interact with, providing a higher level of engagement across the board.
At W-Systems, we call this modern reality CRM360—the concept of leveraging data, systems and processes to provide a complete, 360-degree picture of prospects and customers at every stage.
Although this is a constantly evolving process within every organization, there are a few components that form the core of this strategy: