CRM must be 'properly evaluated'

If a business is to get the most out of social business management software such as customer relationship management (CRM), it must do its best to implement the system effectively, it is said.

According to Sandeep Walia of 1to1 Media, many organisations are under smaller budgets, which has resulted in many of them spending less on a CRM system, which in turn is resulting in a number of useless systems being installed when alignment should be top priority, not money.

He explained that flexibility and customisation are also major necessities in the current marketplace to keep it changing with the organisation, while usability is needed as otherwise staff may turn their back on the offering due to it making it too complex to get real benefits from its implementation.

In regards to the technology on the whole, Mr Walia concluded: "By choosing wisely, you can boost your company's efficiency, improve customer communications, and increase the effectiveness of your sales and marketing teams."

It follows a report from Brand Republic that Bluewater shipping centre is hoping to get the right partner for its upcoming CRM initiative after its last contract expired.

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