Do you remember all the neat things your CRM app can do? If not the fault may be that the application hasn’t been treated well. Here’s three tips on fixing that

Your CRM app can do cool things

Many organizations have a CRM application, but few staffers take advantage of all the opportunities it offers. A columnist for CRM Buyer argues that CRM is often treated like an IT project, not as a business project. “When that happens, features that weren’t front-of-mind during the implementation phase have a hard time making it off the back burner,” he writes. “That’s a wasted investment.

He makes three suggestions for organizations to follow to find the magic in customer relations management suites that make a lot of sense.

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