by Russell Hutchinson
That has been paying dividends. As the volumes have grown, they have discovered the need for a much better CRM – but because of the interaction with social media, they have chosen a system which has great connectivity with Facebook, LinkedIn, Twitter, and Instagram. Visualise the shift from an operations focus to a marketing focus using the attitudes map below.
A customer-focused approach to systems development ensures effective alignment of systems and their content as each are deployed to meet requirements emerging from engaging with customers more effectively.
Acknowledging that customer requirements change also suggests caution in adopting solutions that are a one-way road. Being able to extract data from the system to move into another is also important.
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