Automation Systems Driver or Inhibitor for Successful CRM

Generally a strong CRM coupled with marketing automation and lead nurturing, can effectively increase sales - not to mention keep existing customers happy with your improved customer service. An upgraded Customer Relationship Management system provides your company with a stream of warm and hot leads and an opportunity to turn those cold leads into unexpected dollars. But is it always true? In this exploratory study, the author has tried to look at the various aspects of automation and CRM. The attempt has been done with the help of theoretical concepts, some small situation based cases and her experience. In the end some conclusions have been drawn which are quite applicable to the industry.