Businesses must 'communicate benefits of CRM'

Companies using customer relationship management (CRM) systems must highlight the good qualities of it to the people who will eventually use it, it has been said.

Scott Meade, the developer of PlaybookIQ for Synap Software, told CRM Buyer that many people can easily dismiss CRM, though most of the time this is down to the benefits of the system not being fully communicated by those who implement it, as it needs everyone to understand it.

The CRM system itself must also be easy to use, the expert continued.

Mr Meade added: "I cannot overemphasise the importance of choosing a system that is intuitive to use and introduces no frustration to people using it. Guard closely against implementing a new system that is too complex for your needs."

Furthermore, fellow proponent of business management software J Tyler Garns, the director of marketing at Infusionsoft, added that CRM that works for small businesses can be a "game changer", adding: "Each company needs a strong CRM advocate."

Last week, ITV announced to Marketing Week that it would be using CRM to reach more of its viewers by email.

Small Business Management Software from Atlantic Global OnDemand.

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