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CRM Fundamentals by Mathew Johnson, Brian Paulen, Scott Kostojohn

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Technology

For many, CRM is a technology and nothing more. If you were one of those people, ideally you are beginning to realize that the technology is one piece of the puzzle; it is the tool, the enabler. But it must be developed in concert with your organizational model and business processes to be successful. In this section, we will focus on providing an overview of CRM applications and technology. We will take a deeper look in Chapter 4 at how to choose a CRM application that suits your organization.

CRM Application Infrastructure Overview

At its heart, the CRM application is a database with which users interact via an application server, using a variety of different clients. Figure 2-1 provides an overview of a typical CRM application technology ...

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