IT architecture
Technology has been both a curse and an important
enabler to CRM/CEM. Ill-conceived websites that
damaged brand values and the appalling experience
of many call centres have created a need for more
technology to monitor and improve the customer
experience. In essence, CRM needs an integrated
enterprise architecture; much of the software that
will enable better CRM delivery in future does not
go under the CRM banner. Software applications
likely to be needed for CRM/CEM include: