Above all, it is clear that Microsoft ' CRM infrastructure is a portfolio of the cross-functional process competencies required for creating successful customer relationships.
5. Conclusion
CRM is complex, costly, and not without its challenges. However, the alternative is for a company to remain functionally fragmented, in efficient, and less than optimally productive. Refusal to implement a CRM strategy will essentially give your competition license to win customers away. (Katakana & Robinson, 2001). To remain competitive and to maximize profits, companies must align people, process, strategy, and technology and search for innovative, cost-effective ways to build, retain, and deepen the lifetime value of customer relationship.
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