Enterprises integrate multiple CRM, ERP products to serve customers

08/13/2013 | ZDNet

Enterprises are mixing and matching customer-relationship-management and enterprise-resource-planning programs from multiple vendors, creating a hybrid environment of software, Ellyne Phneah writes. Organizations are more interested these days in being customer-adaptive, according to a report by Ovum. "Any transformational CRM vision whether focused on the customer experience or [being a customer-adaptive enterprise] requires a portfolio of applications that work seamlessly together to enable anyone in contact with the customer to deliver context-aware relevant information," Ovum's Jeremy Cox said.

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