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Forbes contributing writer Dan Woods recently caught up with SugarCRM’s CEO Larry Augustin for lunch in San Francisco for a discussion about the state of the customer journey.

florbes

Larry shared SugarCRM’s grander vision for Customer Relationship Management (CRM). “Instead of sales force automation,
CRM should live up to its name and start helping every single person who interacts with customers do a better job of serving them.”

As technology trends like social media and mobile both break down internal silos and help individuals better connect and interact with companies – the bounds of CRM must grow. For organizations to truly foster deeper, more effective and personalized relationships with their customers – they need to expand CRM beyond traditional sales and support professionals.

As Larry goes on to state in the article:

“It is ridiculous to limit CRM to sales. In my view, every clerk walking the floor of a store, every customer service rep, every repair technician, receptionists – essentially everyone that interacts with a customer should have a view of the customer provided by CRM.”

Well said, Larry.

To read the article in full, please click here.