Companies with CRM 'must focus on right issues'

If a business takes its eye off the real issues that such software as customer relationship management (CRM) brings, it could fall foul of silly mistakes, it has been said.

According to Michael Krigsman in his blog for ZDNet, many organisations are too busy looking at facets of their competitors to really understand the importance of their own business management software.

He explained that he has come across certain organisations employing teams to spend time studying competitors' Facebook pages, or questioning the benefits of online communities, yet are investing less effort when integrating customer data and ensuring project management is on track.

Mr Krigsman added: "Failure is coming when folks succumb to bright shiny object syndrome, focusing on so-called 'social CRM' rather than improving customer-facing processes or enhancing customer data quality."

Earlier this month, Sue Barrett, the founder and managing director of Barrett and an expert in modern technology in the office, told Smart Company that a large number of benefits come with CRM, such as faster customer service at lower costs, higher customer satisfaction and strong customer loyalty.

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