Generally, the principal means of achieving that essential integration of functions is through modern data information systems capable of storing relevant information and connecting it in ways that are conducive to promoting sales opportunities. In addition to the functions of information storage and processing, technology also provides a degree of automation that allows the easy accommodation of processes that would be either extremely difficult and time-consuming or completely overwhelming if they were performed by human beings repetitively and one task at a time (Russell-Walling, 2007).

Personal Experiences with CRM Issues

My only experience with CRM systems was within an organization that was not particularly successful at maximizing their potential. The new system was installed and employees received demonstrations of the available capabilities, but only one or two functions was ever fully exploited. The organization treated the CRM system more as a one-time IT initiative and less as a new way of integrating several essential business functions. In addition...

Nobody took the initiative to implement any meaningful transition of business operations and processes from traditional methods to those that could easily have been provided by the CRM system installed. My experience seems to validate the professional observation that "…CRM is a business strategy, and these business strategies don't happen overnight" (Robinson, 2000).
Sources Consulted

Kinicki, A. And Williams, B. (2005). Management: A Practical Approach. New York:

McGraw-Hill.

Robinson, R.A. "Quick Study: Customer Relationship Management (CRM)" Computer

World Magazine, February 28, 2000. Accessed 2 Aug 2011, from:

http://www.computerworld.com/s/article/41519/Customer_Relationship_Manage

ment

Russell-Walling, E. (2007). Fifty Management Ideas You Really Need to Know. London:

Quercus.