CRM seen as 'critical' to business

Just because the current economic climate is presenting a number of problems for companies, there should be no reason a firm cuts back on its business management software, it is believed.

A new report in CRM Buyer explained that any leverage an organisation can get to build new relationships with customers and maintain existing ones with others is paramount, meaning customer relationship management (CRM) is the perfect option.

William Band, a CRM expert with Forrester Research, said a number of executives see the worth in the system straight away.

He continued: "Our research confirms that buyers today are still most interested in core customer management functionalities like sales, order capture and customer service.

"These categories are viewed as most critical to their business success, and these solutions are available, mature and stable."

In his capacity as a public speaker, William Band delivers talks about the benefits of CRM at a number of events including Forrester's Consumer Forum, Marketing Forum, IT Forum and Business Technology Forum.

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