What the mortgage industry commonly refers to as customer relationship management technology really is just contact management, declares an executive whose company plays in this space.

These tools are basically a Rolodex combined with some automated marketing functions, the chief executive of Vantage Production LLC, Paul Zoukis, says. What it has done with its newest offering is bring what the rest of the world knows as CRM, by taking the information at the corporate level and using it as a starting point for a marketing program.

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