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Introduction

To create a positive customer experience, enterprises need to think beyond CRM and consider how CRM needs the addition of a flexible contact center communications platform to facilitate real customer engagement.

Highlights

  • Midsize businesses should understand that systems of record and systems of engagement are complementary and work best when used in concert.

Features and Benefits

  • Describes the relationship between systems of record and systems of engagement in the customer engagement environment.
  • Explains how enterprises should align customer data resources with their interaction platforms.

Key questions answered

  • Why is CRM necessary but not sufficient for proper customer engagement?
  • What constitutes a system of engagement?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for enterprises

Appendix

  • Methodology
  • Further reading
  • Author

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