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.