Using the right tools for any job is essential. You wouldn’t have a call center rep answer a call without a computer and a script. The same should be true of leveraging your customer relationship management system. First, you need the right people in the right roles ready to take the right action with CRM data—otherwise, it’s just great software with limited impact.
Why is it so important to ensure updated CRM capabilities are part of your infrastructure in the first place? For one thing, older CRMs didn’t even have the functionality to be web- or cloud-based. That meant people were constantly relying on old information. Now that data can be updated and reported in real time, people expect information to be accurate at all times; your CRM needs to deliver accordingly.
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