Many Australian businesses 'wrongly see CRM as foe, not friend'

While many are changing their opinion on the technology, a number of Australian companies are judging small business management software as a foe instead of a friend, it has been said.

In a blog for Smart Company, Nina Hendy said that growing numbers of organisations are coming round to the benefits of customer relationship management (CRM).

She listed the benefits attributed to CRM, including the capturing of detailed information about customers, details of which products sell better at different times of the year, management of stock levels and innovations with product lines.

Paul Bennett, chief executive officer of Sydney advertising agency Euro RSCG, said: "CRM is a common discipline that's vastly under-utilised in this country. A lot of businesses have the view that mailing people offers is the same thing as CRM, but it most certainly is not.

"CRM is about adding value to the customer experience, which is a distinct difference."

Last week, ITV announced that it would be using CRM in part of a strategy to bring its fans closer to its programming through social emailing and other ideas.

Small Business Management Software from Atlantic Global OnDemand.

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