CRM systems 'can get better results with right approach'

Businesses using customer relationship management (CRM) and similar business management software can optimise their systems if they feel they are not getting the best out of them, it is said.

Robert Poe of Focus.com explained that continually fine-tuning the selected CRM offering can go a long way in increasing revenue and getting a better grasp of the customer's desires.

Things must actively be looked for which cause a problem, he asserted, noting that such issues must always be acted upon, given that CRM naturally papers over cracks anyway and will continue to do so with extra intervention.

Furthermore, everyone in a company must be on board, Mr Poe continued, highlighting the need for it to be constantly sold to team members as a way of them making their day much easier and more productive.

Additionally, the good points of such systems must be regularly highlighted, in effect selling the product to those who already have it for free.

Earlier this month, Daniel Mercieca of the government's Business Link organisation said that CRM is able to give unparalleled insight into the inner workings of a customer base.

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