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Chapter 9 Achieving Operational Excellence and Customer Intimacy: Enterprise Applications 385
FIGURE 9.8 CRM SOFTWARE CAPABILITIES
The major CRM software products support business processes in sales, service, and marketing,
integrating customer information from many different sources. Included are support for both the
operational and analytical aspects of CRM.
FIGURE 9.9 CUSTOMER LOYALTY MANAGEMENT PROCESS MAP
This process map shows how a best practice for promoting customer loyalty through customer service would be modeled by customer
relationship management software. The CRM software helps firms identify high-value customers for preferential treatment.
MIS_13_Ch_09 Global.indd 385 1/17/2013 2:28:56 PM
