CRM is 'all about relevance'

A corporate relationship expert has emphasised that organisations investing in customer relationship management (CRM) and associated business management software must prioritise one facet.

Heather Westgate of the TDA, responding to an article written for Marketing Week, explained that the piece "hit the nail on the head" when stating that the core concern of a CRM strategy is in making it relevant to consumers.

She said that it is counter-intuitive to simply hold the notion of making it in-house or outsourced as the major concern, given that the structure of a company is the major concern.

Ms Westgate explained that if a business is operating a number of its departments separately, different information needs to be drawn together to create a "dynamic customer understanding".

She concluded: "As for whether that is best done in-house or by an agency, it’s a case of horses for courses."

This week, Richard Firth, an IT outsourcing expert speaking to ITWeb in South Africa, explained that outsourced CRM delivers a real competitive advantage and that without it, a business cannot sustain one.

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