CRM is great 'during personnel changes'

Businesses will be much better-placed with business management software such as customer relationship management (CRM), according to a leading source of information.

James Cope, an adviser with government-run corporate strategy helper Business Link, explained that CRM definitely has benefits, as by simply broadcasting a message, companies are not going to get their message out - instead, it needs to be a dialogue as opposed to a monologue.

However, one of the main strengths of this business management software is that it provides people with a record of what happened before.

Mr Cope continued: "Quite often a lot of the intelligence and contacts will be lost if a sales person is gone from an organisation.

"If it's all being recorded and kept in the CRM, a colleague or a new person to the role can easily access the system."

According to a recent study by the Chartered Institute of Marketing, CRM is used by 77 per cent of the marketers and accounts for around ten per cent of overall marketing spend at organisations taking part in the survey.

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