CRM tools play a vital role in helping companies to react to their clients and the market place, especially given the exponential increase in data about customers and market trends.
Kieran McDonnell, Microsoft's group business solutions manager, said it was imperative that organisations focus on the proliferation of data in volume, variety and velocity.
"This vast amount of information is being generated from many different sources and is commonly known as 'big data'," McDonnell said.
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