CRM is 'a state of mind'

One man is attempting to put to bed a number of common misconceptions of customer relationship management (CRM).

Speaking to Marketing Week in the UK, Tim Beadle, the director of the Atrium Group, asserted clearly that the C in CRM stands for customer and not prospect, meaning that people should not just blitz a group of unknowns because their CRM system is new.

He said: "The typical ratio in a database is 20 prospects or suspects for every one customer so there is a less than five per cent chance that someone will transmogrify from ugly duckling prospect in to beautiful, profitable customer swan!"

Mr Beadle also questioned potential investors in small business management software as to whether or not they actually wanted a relationship, as CRM may enable people to leave customers alone should they prefer minimal interaction.

Last week, it was announced by the Screen Actors Guild of America that it has adopted a CRM system in order to oversee its pensions and health systems.

Small Business Management Software from Atlantic Global OnDemand.

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