A customer relationship management (CRM) solution is designed to help sales reps continue to support
customers’ buying behaviors as their expectations evolve. It gathers, links, and analyzes customer information,
interactions with company representatives, purchases, service requests, assets, proposals, and other data
relevant to the customer journey. The goal? To allow all relevant parties to access that data and understand
each touchpoint that has or will occur. The system then provides an interface that allows every user to access
that data and understand each touchpoint—the basis for a solid (and profitable) customer relationship.
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