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Whitepaper: The Convergence of CRM and Business Intelligence

by Knowledge TranzferJan 01, 2008

In this paper author describes building Business Intelligence capabilities on top of operational and analytical Customer Relationship Management (CRM) systems is finally gaining substantive momentum and interest. The idea is increasingly becoming an integral part of the overall CRM strategy. In the past, it has often been an afterthought which comes up after the fact, while seeking to increase ROI (Return On Investment) and prove to the CFO or CEO that the CRM investment was worth it. The form business intelligence takes with CRM initiatives can be broken down into Analytics, as well as Knowledge Sharing.