In theory all sales, marketing and support functions can be found in one gigantic application. This does have the advantage that customer relevant data can be gathered in one place, but think of what happened to programms like Open Access or Lotus 1-2-3: they were replaced by single programms such as those making up Microsoft Office.
There is much to be said for using separate applications for these three functions, just as Front and Back Office are separated. True, many ERP-Vendors offer a CRM component, but in most cases this only demonstrates that no-one can do everything. SAP may appear to combine these functions, but looking carefully one sees two products with a single marketing blanket.
The market seems to be moving away from fully integrated solutions. Companies today are looking for tools to improve sales efficiency without involving support and help desk groups – the more complex the support operation, the more is this apparent.
CRM Auswahl