CRM must be 'continually assessed'

Customer relationship management (CRM) is a valuable asset to any business, so long as it is well-managed and continually reassessed, it is believed.

Jim King, the vice-president of operations at Panasonic Computer Solutions Company, said that any CRM system needs to reflect the needs of a company through a gentle evolution.

He outlined how his organisation shaped the system to reflect manufacturing overseas as well as a sales force that doubled in the last two years, in turn creating a growing distribution channel.

The resources allocated to such successes through CRM and such business management software would have been wasted had they not been continually addressed, Mr King continued.

Furthermore, this approach of constant analysis against predetermined metrics can effectively illustrate CRM's value to a full company and allow the sharing of best practices as other divisions "look to emulate the project's success".

A recent piece for the Whitehaven News concluded that an investment in CRM could be one of the biggest and best purchases a company can make.

Small Business Management Software from Atlantic Global OnDemand.

Want to receive regular news updates?

If you would like to receive regular news via email then sign up to our regular product newsletter. Simply email subscribe to ondemand@atlantic-global.com.

• Tel: +44(0)1274 863300
• Email: ondemand@atlantic-global.com
• Live Chat: Talk to a Solution Expert