Creating Business Value with Communication-Enabled CRM Processes

Executives in every industry are facing CRM issues that can be traced to a common source: ineffective business processes involving human communication. By pursuing communication-enabled business processes (CEBPs) – processes enabled by communication systems that are tightly integrated with business applications – companies can overcome the limitations inherent in business processes involving human communication. When CEBP is well deployed for CRM and other processes, it results in simplified interactions for a firm and its customers, faster response times, greater accuracy, a breaking down of organizational silos, and a better social context for communication.

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