CRM needs staff involvement 'from the start'

If a business is to use customer relationship management (CRM) and associated business management software, it needs to ensure full commitment from all sides, one expert has said.

Jean Frohman, a marketing manager with Citrin Cooperman & Co, a mid-sized accounting and consulting firm in New York City, explained that people really need to introduce the CRM system on good terms with the rest of staff on the team assigned to use it.

She emphasised: "Get everyone involved from the start.

"Before you officially unveil your new system to the firm, get them invested by running an internal campaign or contest. One idea is to have them help pick out the CRM system name."

Ms Frohman added that by promising too much from the start, users will get frustrated and cynical, accentuating the need for bosses to manage expectations of CRM well from the beginning.

CRM is a must-have for a company's online presence, according to Siim Vips of Modera, who said earlier this month that websites are now the heart of business and must respond well to users in the ways they demand.

Small Business Management Software from Atlantic Global OnDemand.

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