CRM is 'very important' to follow trends

Customer relationship management (CRM) continues to be one of the top priorities of a business looking to capitalise on its market, according to an expert in a recent interview.

Michael Fauscette, the group vice-president for IDC's software business solutions, told CRM Buyer: "Core CRM is essential for effectively interacting with your customers."

Playing heavily on the notion that the customer is always right, Mr Fauscette said that CRM and associated business management software needs to be in top shape to keep track of the fast pace of consumer lifestyles, trends and spending.

He added that when a company layers social CRM on top of other systems, the trend of interacting with customers when, where, and how they want to is "even more essential to keep working", rather than using older models of control.

Earlier in the week, David Taber, writing for the IDG News Service, said businesses must focus on good measurements of business to get the most out of CRM, such as how many sales leads are converted into sales.

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