Business Augmentation Services (BAS)
Encyclopedia
Business augmentation services is a specialized set of services for managing and nurturing a company in the business of technology and assuring steep growth with clients and sales prospects. It involves using business concepts like branding and strategic planning as well as disruptive technology
to organize, automate, and generate business processes—principally product design
and sales activities, but also those for marketing
, patents ( IAM
), customer service
, and technical support
. The overall goals are to innovate in "360 degrees", in other words, to utilize technology and business ideas in unison and simultaneously to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing, client service, production, and design all while exponentially increasingly the value of the company and its products in the customer's eyes. The service set was created based on the belief the business is driven by technology. Once a company embraces this service set, specialized individuals well-versed in these concepts become necessary to execute them. Once simply a label for a category of software tools, today, it generally denotes a company-wide business strategy embracing all technology as well as client-facing departments and even beyond. When an implementation is effective, people, processes, and technology work in synergy to increase profitability, and reduce operational costs.
and software as a service
(SaaS). In contrast with traditional on-premises software, cloud-computing applications are sold by subscription, accessed via a secure Internet connection, and displayed on a Web browser. Companies don’t incur the initial capital expense of purchasing software; nor must they buy and maintain IT hardware to run it on. As with all business fields affected by globalization, many companies around the world have created a niche as BAS groups and currently the new companies are creating value in the stagnated field of outsourced business and IT services.
BAS tools, services and work-flows can be complex to implement, especially for large enterprises. Previously these tools were generally limited. Software solutions then expanded to embrace things such as design needs, engineering, deal tracking, territories, opportunities, and at the sales pipeline itself. Next came the advent of tools for other client-facing business functions, as described below. These technologies have been, and still are, offered as on-premises software that companies purchase and run on their own IT infrastructure. Now, companies are emerging to provide these solutions exclusively. In effect, these BAS houses are experts in a relatively new field and as such are not yet widely used by more traditional corporations.
Often, implementations are fragmented; isolated initiatives by individual departments to address their own needs. Systems that start disunited usually stay that way: siloed thinking and decision processes frequently lead to separate and incompatible systems, and dysfunctional processes, not to mention weak product lines and low market awareness.
) help the enterprise identify and target its best clients and generate qualified leads for the sales team. A key marketing capability is tracking and measuring multichannel campaigns, including email, search, social media, and direct mail. Metrics monitored include clicks, responses, leads, deals, and revenue. As marketing departments are increasingly obliged to demonstrate revenue impact, today’s systems typically include features for measuring the overall rate of return (ROI) of campaigns.
(KPIs).
Marketing applications generally come with predictive analytics
to improve segmentation and targeting, and features for measuring the effectiveness of online, offline, and search marketing campaign Web analytics have evolved significantly from their starting point of merely tracking mouse clicks on Web sites. By evaluating “buy signals,” marketers can see which prospects are most likely to transact and also identify those who are bogged down in a sales process and need assistance. Marketing and finance personnel also use analytics to assess the value of multi-faceted programs as a whole.
These types of analytics are increasing in popularity as companies demand greater visibility into the performance of call centers and other support channels, in order to correct problems before they affect satisfaction levels. Support-focused applications typically include dashboards similar to those for sales, plus capabilities to measure and analyze response times, service quality, agent performance, and the frequency of various issues.
For example, feedback from a technical support
center can enlighten marketers about specific services and product features clients are asking for. Reps, in their turn, want to be able to pursue these opportunities without the time-wasting burden of re-entering records and contact data into a separate SFA system. Conversely, lack of integration can have negative consequences: if a system isn’t adopted and integrated among all departments, several sources might contact the same clients for an identical purpose. Owing to these factors, many of the top-rated and most popular products come as integrated suites.
workers.
sites like Twitter
and Facebook
are greatly amplifying the voice of people in the marketplace and are predicted to have profound and far-reaching effects on the ways companies manage their clients, even to the family level. This is because people are using these social media sites to share opinions and experiences on companies, products, and services. As social media isn’t moderated or censored, individuals can say anything they want about a company or brand, whether pro or con.
Increasingly, companies are looking to gain access to these conversations and take part in the dialogue. More than a few systems are now integrating to social networking sites. Social media promoters cite a number of business advantages, such as using online communities as a source of high-quality leads and a vehicle for crowd sourcing solutions to client-support problems. Companies can also leverage client stated habits and preferences to personalize and even “hyper-target” their sales and marketing communications.
Some analysts take the view that business-to-business marketers should proceed cautiously when weaving social media into their business processes. These observers recommend careful market research to determine if and where the phenomenon can provide measurable benefits for client interactions, sales, and support.
Many include tools for identifying potential donors based on previous donations and participation. In light of the growth of social networking tools, there may be some overlap between social/community driven tools and non-profit/membership tools.
Disruptive technology
A disruptive technology or disruptive innovation is an innovation that helps create a new market and value network, and eventually goes on to disrupt an existing market and value network , displacing an earlier technology there...
to organize, automate, and generate business processes—principally product design
Product design
-Introduction:Product design is the process of creating a new product to be sold by a business or enterprise to its customers. It is concerned with the efficient and effective generation and development of ideas through a process that leads to new products.Product designers conceptualize and...
and sales activities, but also those for marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
, patents ( IAM
Intellectual Asset Management
Intellectual Asset Management magazine is a bimonthly magazine published in English and focused on "intellectual property from a business point of view". Its publisher is Globe White Page Ltd, and its editorial board includes former Corporate VP for IP at Microsoft, Marshall Phelps. Its tagline...
), customer service
Customer service
Customer service is the provision of service to customers before, during and after a purchase.According to Turban et al. , “Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer...
, and technical support
Technical support
Technical support or tech support refers to a range of services by which enterprises provide assistance to users of technology products such as mobile phones, televisions, computers, software products or other electronic or mechanical goods...
. The overall goals are to innovate in "360 degrees", in other words, to utilize technology and business ideas in unison and simultaneously to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing, client service, production, and design all while exponentially increasingly the value of the company and its products in the customer's eyes. The service set was created based on the belief the business is driven by technology. Once a company embraces this service set, specialized individuals well-versed in these concepts become necessary to execute them. Once simply a label for a category of software tools, today, it generally denotes a company-wide business strategy embracing all technology as well as client-facing departments and even beyond. When an implementation is effective, people, processes, and technology work in synergy to increase profitability, and reduce operational costs.
Benefits
These tools have been shown to help companies attain these objectives:- Streamlined sales and marketing processes
- New markets and instant, assured leadership in these markets through Patents
- Higher sales productivity
- Added cross-sellingCross-sellingCross-selling is the action or practice of selling among or between established clients, markets, traders, etc. or the action or practice of selling an additional product or service to an existing customer. This article deals exclusively with the latter meaning. In practice, businesses define...
and up-sellingUp-sellingUpselling is a sales technique whereby a seller induces the customer to purchase more expensive items, upgrades, or other add-ons in an attempt to make a more profitable sale. Upselling usually involves marketing more profitable services or products but can also be simply exposing the customer to...
opportunities - Improved service, loyalty, and retention
- Increased product developmentResearch and developmentThe phrase research and development , according to the Organization for Economic Co-operation and Development, refers to "creative work undertaken on a systematic basis in order to increase the stock of knowledge, including knowledge of man, culture and society, and the use of this stock of...
efficiency (the objective is always a 10x increase) - Better profiling and targeting as well as new customer profiling and targeting
- Reduced expenses (the objective is a 10x decrease as shown in disruptive technologyDisruptive technologyA disruptive technology or disruptive innovation is an innovation that helps create a new market and value network, and eventually goes on to disrupt an existing market and value network , displacing an earlier technology there...
) - Increased current market shareMarket shareMarket share is the percentage of a market accounted for by a specific entity. In a survey of nearly 200 senior marketing managers, 67 percent responded that they found the "dollar market share" metric very useful, while 61% found "unit market share" very useful.Marketers need to be able to...
- Higher overall profitability
Related trends
New trends are beginning to take hold in this field. Due to the abundance of technical knowledge, the reduction in cost for said knowledge as well as the growing need for velocity when approaching a new market, companies are beginning to turn into "one-stop-shops" for business and technological services, requiring professionals skilled in both fields. Perhaps the most notable trend has been the growth of tools delivered via the Web, also known as cloud computingCloud computing
Cloud computing is the delivery of computing as a service rather than a product, whereby shared resources, software, and information are provided to computers and other devices as a utility over a network ....
and software as a service
Software as a Service
Software as a service , sometimes referred to as "on-demand software," is a software delivery model in which software and its associated data are hosted centrally and are typically accessed by users using a thin client, normally using a web browser over the Internet.SaaS has become a common...
(SaaS). In contrast with traditional on-premises software, cloud-computing applications are sold by subscription, accessed via a secure Internet connection, and displayed on a Web browser. Companies don’t incur the initial capital expense of purchasing software; nor must they buy and maintain IT hardware to run it on. As with all business fields affected by globalization, many companies around the world have created a niche as BAS groups and currently the new companies are creating value in the stagnated field of outsourced business and IT services.
Challenges
Despite the benefits, many companies are still not fully leveraging these tools and services, mostly because the areas that deal with business and technology very often are separate entities, and as such may not fully understand each other. BAS is a set of defined services that fuse these previously incongruous areas into processes that have an impact that has yet to be fully understood. To align marketing,engineering, design, sales, and service to best serve the customer while reducing costs, the company needs to reconcile these areas through BAS, which requires juxtaposing previously irreconcilable objectives effectively .BAS tools, services and work-flows can be complex to implement, especially for large enterprises. Previously these tools were generally limited. Software solutions then expanded to embrace things such as design needs, engineering, deal tracking, territories, opportunities, and at the sales pipeline itself. Next came the advent of tools for other client-facing business functions, as described below. These technologies have been, and still are, offered as on-premises software that companies purchase and run on their own IT infrastructure. Now, companies are emerging to provide these solutions exclusively. In effect, these BAS houses are experts in a relatively new field and as such are not yet widely used by more traditional corporations.
Often, implementations are fragmented; isolated initiatives by individual departments to address their own needs. Systems that start disunited usually stay that way: siloed thinking and decision processes frequently lead to separate and incompatible systems, and dysfunctional processes, not to mention weak product lines and low market awareness.
Sales force automation
A sales force automation (SFA) system provides an array of capabilities to streamline all phases of the sales process, minimizing the time that sales representatives need to spend on manual data entry and administration. This allows them to successfully pursue more clients in a shorter amount of time than would otherwise be possible. At the heart of SFA is a contact management system for tracking and recording every stage in the sales process for each prospective client, from initial contact to final disposition. Many SFA applications also include insights into opportunities, territories, sales forecasts and work-flow automation, quote generation, and product knowledge. Newly-emerged priorities are modules for Web 2.0 e-commerce and pricing.Marketing
Systems for marketing (also known as marketing automationMarketing Automation
The name given to software platforms designed for marketing departments and organizations to automate repetitive tasks is Marketing Automation. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then...
) help the enterprise identify and target its best clients and generate qualified leads for the sales team. A key marketing capability is tracking and measuring multichannel campaigns, including email, search, social media, and direct mail. Metrics monitored include clicks, responses, leads, deals, and revenue. As marketing departments are increasingly obliged to demonstrate revenue impact, today’s systems typically include features for measuring the overall rate of return (ROI) of campaigns.
Disruptive IT service and support
Recognizing that disruptive technology is an important differentiation, organizations are increasingly turning to technology platforms to help them improve their clients’ experience while aiming to increase efficiency and minimize costs. Even so, a 2009 study revealed that only 39% of corporate executives believe their employees have the right tools and authority to solve client problems.“.Analytics
Relevant analytics capabilities are often interwoven into applications in sales, marketing, and service. These features can be complemented and augmented with links to separate, purpose-built applications for analytics and business intelligence. Sales analytics let companies monitor and understand client actions and preferences, through sales forecasting, data quality, and dashboards that graphically display key performance indicatorsKey performance indicators
A performance indicator or key performance indicator is an industry jargon for a type of performance measurement.. KPIs are commonly used by an organization to evaluate its success or the success of a particular activity in which it is engaged...
(KPIs).
Marketing applications generally come with predictive analytics
Predictive analytics
Predictive analytics encompasses a variety of statistical techniques from modeling, machine learning, data mining and game theory that analyze current and historical facts to make predictions about future events....
to improve segmentation and targeting, and features for measuring the effectiveness of online, offline, and search marketing campaign Web analytics have evolved significantly from their starting point of merely tracking mouse clicks on Web sites. By evaluating “buy signals,” marketers can see which prospects are most likely to transact and also identify those who are bogged down in a sales process and need assistance. Marketing and finance personnel also use analytics to assess the value of multi-faceted programs as a whole.
These types of analytics are increasing in popularity as companies demand greater visibility into the performance of call centers and other support channels, in order to correct problems before they affect satisfaction levels. Support-focused applications typically include dashboards similar to those for sales, plus capabilities to measure and analyze response times, service quality, agent performance, and the frequency of various issues.
Integrated/collaborative
Departments within enterprises—especially large enterprises—tend to function in their own little worlds. Traditionally, inter-departmental interaction and collaboration have been infrequent and rivalries not uncommon. More recently, the development and adoption of the tools and services has fostered greater fluidity and cooperation among sales, service, and marketing. This finds expression in the concept of collaborative systems which uses technology to build bridges between departments.For example, feedback from a technical support
Technical support
Technical support or tech support refers to a range of services by which enterprises provide assistance to users of technology products such as mobile phones, televisions, computers, software products or other electronic or mechanical goods...
center can enlighten marketers about specific services and product features clients are asking for. Reps, in their turn, want to be able to pursue these opportunities without the time-wasting burden of re-entering records and contact data into a separate SFA system. Conversely, lack of integration can have negative consequences: if a system isn’t adopted and integrated among all departments, several sources might contact the same clients for an identical purpose. Owing to these factors, many of the top-rated and most popular products come as integrated suites.
Small business
Basic client service can be accomplished by a contact manager system, an integrated solution that lets organizations and individuals efficiently track and record interactions, including emails, documents, jobs, faxes, scheduling, and more. This kind of solution is gaining traction with even very small businesses, thanks to the ease and time savings of handling client contact through a centralized application rather than several different pieces of software, each with its own data collection system. In contrast these tools usually focus on accounts rather than individual contacts. They also generally include opportunity insight for tracking sales pipelines plus added functionality for marketing and service. As with larger enterprises, small businesses are finding value in online solutions, especially for mobile and telecommutingTelecommuting
Telecommuting or telework is a work arrangement in which employees enjoy flexibility in working location and hours. In other words, the daily commute to a central place of work is replaced by telecommunication links...
workers.
Social media
Social mediaSocial media
The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0,...
sites like Twitter
Twitter
Twitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".Twitter was created in March 2006 by Jack Dorsey and launched that July...
and Facebook
Facebook
Facebook is a social networking service and website launched in February 2004, operated and privately owned by Facebook, Inc. , Facebook has more than 800 million active users. Users must register before using the site, after which they may create a personal profile, add other users as...
are greatly amplifying the voice of people in the marketplace and are predicted to have profound and far-reaching effects on the ways companies manage their clients, even to the family level. This is because people are using these social media sites to share opinions and experiences on companies, products, and services. As social media isn’t moderated or censored, individuals can say anything they want about a company or brand, whether pro or con.
Increasingly, companies are looking to gain access to these conversations and take part in the dialogue. More than a few systems are now integrating to social networking sites. Social media promoters cite a number of business advantages, such as using online communities as a source of high-quality leads and a vehicle for crowd sourcing solutions to client-support problems. Companies can also leverage client stated habits and preferences to personalize and even “hyper-target” their sales and marketing communications.
Some analysts take the view that business-to-business marketers should proceed cautiously when weaving social media into their business processes. These observers recommend careful market research to determine if and where the phenomenon can provide measurable benefits for client interactions, sales, and support.
Non-profit and membership-based
Systems for non-profit and membership-based organizations help track constituents and their involvement in the organization. Capabilities typically include tracking the following: fund-raising, demographics, membership levels, membership directories, volunteering and communications with individuals.Many include tools for identifying potential donors based on previous donations and participation. In light of the growth of social networking tools, there may be some overlap between social/community driven tools and non-profit/membership tools.
Strategy
Choosing and implementing a system is a major undertaking. For enterprises of any appreciable size, a complete and detailed plan is required to obtain the funding, resources, and company-wide support that can make the initiative successful. Benefits must be defined, risks assessed, and cost quantified in three general areas:- Processes: Though these systems have many technological components, business processes lie at its core. It can be seen as a more client-centric way of doing business, enabled by technology that consolidates and intelligently distributes pertinent information about clients, sales, marketing effectiveness, responsiveness, and market trends. Therefore, before choosing a technology platform, a company needs to analyze its business workflows and processes; some will likely need re-engineering to better serve the overall goal of winning and satisfying clients. Moreover, planners need to determine the types of client information that are most relevant, and how best to employ them.
- People: For an initiative to be effective, an organization must convince its staff that change is good and that the new technology and workflows will benefit employees as well as clients. Senior executives need to be strong and visible advocates who can clearly state and support the case for change. Collaboration, teamwork, and two-way communication should be encouraged across hierarchical boundaries, especially with respect to process improvement.
- Technology: In evaluating technology, key factors include alignment with the company’s business process strategy and goals; the ability to deliver the right data to the right employees; and sufficient ease of use that users won’t balk. Platform selection is best undertaken by a carefully chosen group of executives who understand the business processes to be automated as well as the various software issues. Depending upon the size of the company and the breadth of data, choosing an application can take anywhere from a few weeks to a year or more.
Implementation issues
Dramatic increases in revenue, higher rates of client satisfaction, and significant savings in operating costs are some of the benefits to an enterprise. Proponents emphasize that technology should be implemented only in the context of careful strategic and operational planning. Implementations almost invariably fall short when one or more facets of this prescription are ignored:- Poor planning: Initiatives can easily fail when efforts are limited to choosing and deploying software, without an accompanying rationale, context, and support for the workforce. In other instances, enterprises simply automate flawed client-facing processes rather than redesign them according to best practices.
- Poor integration: For many companies, integrations are piecemeal initiatives that address a glaring need: improving a particular client-facing process or two or automating a favored sales or client support channel. Such “point solutions” offer little or no integration or alignment with a company’s overall strategy. They offer a less than complete client view and often lead to unsatisfactory user experiences.
- Towards a solution: overcoming siloed thinking. Experts advise organizations to recognize the immense value of integrating their client-facing operations. In this view, internally-focused, department-centric views should be discarded in favor of reorienting processes toward information-sharing across marketing, design, engineering, sales, and service. For example, sales representatives need to know about current issues and relevant marketing promotions before attempting to cross-sell to a specific client. Marketing staff should be able to leverage client information from sales and service to better target campaigns and offers. And support agents require quick and complete access to a client’s sales and service history.
Adoption issues
Enterprises need to address and overcome persistent adoption challenges. Specialists offer these recommendations for boosting adoptions rates and coaxing users to blend these tools into their daily work-flow:- Choose a system that’s easy to use: All solutions are not created equal. Some vendors offer more user-friendly applications than others, and simplicity should be as important a decision factor as functionality.
- Focusing on the client's client: it is sometimes difficult to define the "client's client", and as the central goal of BAS houses is to please exactly this group, this presents an issue with uninitiated users of BAS.
- Choose the right capabilities: Employees need to know that time invested in learning and usage will yield personal advantages. If not, they will work around or ignore the system.
- Provide training: Changing the way people work is no small task, and help is usually a requirement. Even with today’s more usable systems, many staffers still need assistance with learning and adoption.
See also
- Sales intelligenceSales intelligenceSales intelligence refers to technologies, applications and practices for the collection, integration, analysis, and presentation of information to help salespeople keep up to date with clients, prospect data and drive business...
- Business intelligenceBusiness intelligenceBusiness intelligence mainly refers to computer-based techniques used in identifying, extracting, and analyzing business data, such as sales revenue by products and/or departments, or by associated costs and incomes....
- Business relationship managementBusiness relationship managementBusiness relationship management is a formal approach to understanding, defining, and supporting a broad spectrum of inter-business activities related to providing and consuming knowledge and services via networks, with an emphasis on the emergence of online networks as a primary medium through...
- Consumer relationship systemConsumer Relationship SystemConsumer relationship systems are specialized customer relationship management software applications used to handle consumer products and services company's dealings with consumers and customers...
- Customer experience transformationCustomer experience transformationCustomer experience transformation is a strategy that uses business process management to enhance customer service experience from any customer touchpoint....
- Customer experienceCustomer experienceCustomer experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy...
- Customers
- Customer intelligenceCustomer intelligence-What it is:Customer intelligence is the process of gathering and analyzing information regarding customers; their details and their activities, in order to build deeper and more effective customer relationships and improve strategic decision making ....
- Customer serviceCustomer serviceCustomer service is the provision of service to customers before, during and after a purchase.According to Turban et al. , “Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer...
– contains ISO standards - The International Customer Service InstituteThe International Customer Service InstituteThe International Customer Service Institute is an international organisation enabling the recognition and sharing of global best practice in customer service...
– contains customer serviceCustomer serviceCustomer service is the provision of service to customers before, during and after a purchase.According to Turban et al. , “Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer...
standards
- Data miningData miningData mining , a relatively young and interdisciplinary field of computer science is the process of discovering new patterns from large data sets involving methods at the intersection of artificial intelligence, machine learning, statistics and database systems...
- Database marketingDatabase marketingDatabase marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes...
- Employee experience managementEmployee experience managementAlong with the notion of Experience Economy, Employee experience is defined as what employee received during their interaction with careers’ elements Along with the notion of Experience Economy, Employee experience is defined as what employee received during their interaction with careers’ elements...
(EEM) - Enterprise feedback managementEnterprise Feedback ManagementEnterprise feedback management is a system of processes and software that enables organizations to centrally manage deployment of surveys while dispersing authoring and analysis throughout an organization...
(EFM) - Enterprise relationship managementEnterprise Relationship ManagementEnterprise relationship management or ERM is a business method in relationship management beyond customer relationship management.-Overview:...
(ERM) - Help deskHelp deskA help desk is an information and assistance resource that troubleshoots problems with computers or similar products. Corporations often provide help desk support to their customers via a toll-free number, website and e-mail. There are also in-house help desks geared toward providing the same kind...
- Mystery shoppingMystery shoppingMystery shopping or a mystery consumer is a tool used externally by market research companies or watchdog organizations or internally by companies themselves to measure quality of service or compliance to regulation, or to gather specific information about products and services...
- Predictive analyticsPredictive analyticsPredictive analytics encompasses a variety of statistical techniques from modeling, machine learning, data mining and game theory that analyze current and historical facts to make predictions about future events....
- Public relationsPublic relationsPublic relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
- Sales force management systemSales force management systemSales force management systems are information systems used in CRM marketing and management that help automate some sales and sales force management functions...
- Sales process engineeringSales process engineeringSales process engineering has been described as “the systematic application of scientific and mathematical principles to achieve the practical goals of a particular sales process". Selden pointed out that in this context, sales referred to the output of a process involving a variety of functions...
- Support automation
- supplier relationship managementSupplier relationship management“SRM is a discipline of working collaboratively with those suppliers that are vital to the success of your organisation to maximise the potential value of those relationships.” - Reference - Overview :...
- E-crmE-crmeCRMThis concept is derived from E-commerce. It also uses net environment i.e., intranet, extranet and internet.Electronic CRM concerns all forms of managing relationships with customers making use of Information Technology . eCRM is enterprises using IT to integrate internal organization resources...
- xRM