The ability to structure a CRM to capture and retain data from a wide range of sources is vital to the effectiveness of the solution. Without this flexibility, the solution is highly limited in its ability to support multi-channel communications and diverse CX efforts.
CRM impacts the success of CX programs in many ways:
- Serving as the information funnel
- Putting information at fingertips hands of agents
- Tracking the successes and failures of interactions
- Serving as a data source for trends and analysis