Abstract
This IDC study explores the way in which Sunrise TDC Switzerland AG, a leading Swiss telecom
company, addressed the challenge of modernizing the CRM system. The focus is on the challenges the
company faced, the solution being implemented, the benefits achieved, and the lessons learned.
"Succeeding in a well-penetrated market requires the discipline to focus on raising the
efficiency and effectiveness of marketing fundamentals. Sunrise approached this challenge with an
underlying vision of CRM." - Robert Blumstein, research director, CRM Analytics and Marketing
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