CRM needs to 'record info in certain ways'

Customer relationship management (CRM) is something which must fulfil certain criteria if it is going to do well in the long run, according to a specialist in the industry.

David Taber, an expert in business management software, told CIO: "Understanding the state of play in the evolving customer relationship means a lot more than just parametric data. CRM systems need to have ways of showing the sequence of interactions and events over time."

He explained that systems must be able to record a certain number of things that other more naive users may adopt another method with, adding that notes records, for example, are better than comments fields for keeping conversations and discoveries.

Furthermore, activity records are seen as better than notes for documenting meetings, e-mails, phone calls and action items, Mr Taber added.

Last week, Heather Westgate of TDA commented on a piece in Marketing Week, emphasising just how important it is to ensure a CRM system is relevant to customers, otherwise it will undermine the entire effort if it is not played to their strengths and desires.

Small Business Management Software from Atlantic Global OnDemand.

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