Governance: A holistic approach

Customer relationship management emerged as a concept in the 1980s and 1990s as companies attempted to increase the effectiveness of their sales forces. Smart businesses began thinking across functional divisions about how CRM affects new product development, market outreach and customer satisfaction. With these changes, the customer's role became central, and day-to-day employee interactions began to reflect this shift. Automated processes were critical to this transformation, enabling increased information security and control while facilitating collaboration within and between companies and their customers.

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