Decisions, not data, drive CRM improvements
Analytics are crucial to improving on CRM projects, but only if used in the proper context. According to Gartner research director Gareth Herschel, if you aren't prepared to use analytics to come to a decision, the data being collected is all but useless. Makes sense, but filling in gaps between data collection, analytics, and tools that collate such information is easier said than done.
For more on proper analytics use:
- see this article at destinationCRM.com
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