Customer Relationship Management (CRM) systems were built to do exactly what it stands for—to capture interaction with customers in a way that tracks and improves the relationship. In the new world of always-on, real-time, Big Data-driven customer experience management, a CRM is no longer even close to sufficient. They simply weren’t built to manage the key data available today.
Not in the CRM
When a customer opens their mobile browser, a CRM can’t capture this. When a customer....