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CRM : Tracking Customers through the Web

-- Anjana Srikanth

The supreme role that a customer plays in today's business cannot be denied. Customer satisfaction remains at the forefront as companies reorganize their existing business processes. This emphasis on customers - facilitated by the net is forcing organizations to recreate and webify themselves in order to fit into the new e-business architecture.

Customer relationship management - CRM is more than serving a customer and establishing a credible relationship with them, it is serving a customer's customer using the net.

Businesses are moving order entries and net-based customer support into a web enabled front-office. e-CRM consolidates offline and online data. Aligning an existing CRM strategy with an online one is a natural consequence of application integration and the web-enabled architecture.

The article "Let there be CRM" explores how a 102-year old company from Ohio, unified its tracking system and streamlined order operations by investing in CRM. Holophane, Corp (www.holophane.com) sells custom lighting products to architects, roadway contractors and developers.

They transformed their non-technical methods of collecting customer information into a CRM system thereby achieving automation between their sales force, customer service and other departments. A complete synchronization of information about products, pricing and orders helped them provide a "snapshot of their day-to-day operations" to customers. End-result - they minimized overall costs and saw a 15% increase in order volumes in a span of two years.


In addition to offering Customer Relationship Management as a service, we also offer other services like Business Process Engineering, Porting Legacy applications to the web and Enterprise Application Integration. Please contact us here for more details.


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