CRM 'should be dropped' if things don't work out

Companies wanting to embrace business management software in the form of customer relationship management ought to cut their losses only if it is truly counterproductive, one expert has stated.

David Taber, a firm proponent of CRM, told Computer Weekly that he has "written endlessly" about how CRM data is "far more valuable" than the system it governs, adding that it must be maintained and meet company realities as they evolve over time.

He said that the most compelling reason to replace or drop a system of CRM would be if it risked data in one way or another, such as through field corruption, record duplicates or outright deletion of information.

Additionally, if users truly dislike the form of business management software, it will always be counterproductive, Mr Taber added, as it needs everyone on board for it to work successfully.

Last week, Simon Bird, the technical director at dotCommerce, explained that CRM is an excellent way to govern over email marketing.

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