CRM adoption has gained momentum lately as manufacturers continue to discover what many other businesses have already learned -- the benefits of knowing more about consumers. The primary challenge facing manufacturers today is handling increasingly complex business functions, according to William Band, VP and principal analyst at Forrester Research. Manufacturing's recent uptake of CRM can be attributed to two developments, Band says: vendors creating solutions better suited for small and midsize firms, and the availability of software-as-a-service, which made CRM not only cheaper but easier to deploy. Manufacturing is highly transactional -- and the CRM evolution in the industry today is thanks to functions that are more analytical and predictive of those transactions.
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