For decades, the Customer Relationship Management (CRM) system was essentially a glorified Rolodex. It was a digital filing cabinet, a place where data went to be stored, organized, and—all too often—forgotten. Its value was purely archival; it told you what had happened in the past. It recorded who you called, what they bought, and when their contract was due for renewal. While this was an improvement over paper files and disparate spreadsheets, it remained a passive tool. The burden of interpretation, strategy, and foresight rested entirely on the human user. The CRM was the “memory,” but the human was the “brain.”
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