Screen Actors Guild adopts CRM solution

A customer relationship management (CRM) programme has been introduced to govern over the Screen Actors Guild-Producers Pension & Health Plans (SAG-PH), it has been revealed.

The organisation, which looks after the retirement assets of a number of performing artists across the US, hopes the business management software being used in Burbank, Ventura and New York will be able to consolidate the multiple legacy systems once used by the organisation.

Furthermore, it is understood that extensive call tracking and service management features come as standard, including the integration of phone, email and fax communications.

Bruce Dow, the chief executive officer of the SAG-PH, said: "The new system allows us to offer an ever increasing level of service to our membership while harnessing operating efficiencies and containing long term costs."

CRM can be a victim of human error or misplaced judgements, according to Christopher J Bucholtz of CRM Buyer last week, with the expert noting that many managers aiming for certain goals can often compromise its value and abilities through unchanged business goals.

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