CRM 'needs socialised approach and shared responsibility'

A business must socialise customer relationship management (CRM) from the highest levels of an organisation if a small business management software project is going to succeed, it is believed.

Jim King, an expert with CRM Buyer, explained that if a company has ever worked on an IT plan that has failed, there is a good chance that the implementation of it began before consensus was built.

He opined that through attaining executive buy-in before investments are made or when a revamp is demanded, the business value of the CRM system can be put forward by others from the highest levels, making its way through every level of the organisation in question.

Furthermore, sharing the responsibility and ownership of the small business management software across the company through project leaders can allow a business to "establish more realistic expectations, raise the profile and the value of CRM and identify and address many of the potential issues before the full rollout", he concluded.

Earlier this month, Rob Widdicombe, the managing director of Canonbury services, said CRM allows the system to take care of "the donkeywork of life".

Small Business Management Software from Atlantic Global OnDemand.

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