Today’s rejuvenated CRM solutions are nothing more than glorified Web-based customer records management systems unless they are properly integrated with back-end systems to ensure that customers get the products and services they expect. This is critical in a brave new world in which the Internet of Things will expand exponentially the ways companies are expected to engage with their customers.
The latest quarterly financial results from Salesforce, along with the buzz surrounding the company’s upcoming annual Dreamforce lovefest, have brought greater attention to the rapid migration of customer relationship management to the cloud.
