CRM has 'golden rules'

There are a number of things companies must take into account before and during a move into small business management software, according to an expert.

Eilert Hanoa, the chief executive officer of Mamut ASA, explained to Fresh Business Thinking that small firms have the most to gain from customer relationship management (CRM) in particular, giving them a real edge in the marketplace and helping them retain valued customers.

The expert explained: "Look to use CRM to gain deeper insights into customer behaviours for marketing and sales plans.

"These help sales teams to up sell and cross sell on a day to day basis. By knowing your customers you better anticipate their needs and preferences."

Furthermore, employee support is one of the most important factors, as a full "cultural buy-in" is required if a company is to be truly successful in adopting CRM.

According to another piece with the same publication last week, without CRM, a company can fall into wholesale disorganisation as staff spend unnecessary time committed to paperwork which is both insurmountable by hand and easily managed by CRM.

Small Business Management Software from Atlantic Global OnDemand.

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