Gartner: Social future lined up for CRM

There will be a much more social aspect to small business management software over the next couple of years, a major player in technology has stated.

Expert on customer relationship management (CRM) for Gartner Ed Thompson made his comments this week to siliconrepublic.com, stating that social media is something which must be taken seriously by any business if it is to get the most out of its target audience.

This collaborative CRM, which represented less than ten per cent of IT budgets for business management software in the last ten years, will cost a lot more to such companies, he added.

"More than ever before firms will have to analyse what their customers are doing, what their customers actually want," Mr Thompson explained.

"More than ever before behavioural patterns will matter, so analytical CRM and social CRM could prove decisive in future sales campaigns."

Professional services manager with DMC Software Neil Slater recently claimed that CRM and similar software systems are essential tools when facing up to the current economic climate.

Small Business Management Software from Atlantic Global OnDemand.

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