CRM systems must 'build deeper relationships with clients'

The point of feeding pertinent information about relationships into a business customer relationship management (CRM) system is based on the relationship you form with your customers, not the quality of products or services on offer, according to a leading expert.

And the more a business knows about its customers, the more it must therefore cater to their every unique need, according to Sundip Doshi, a specialist in business management software, making her case on CustomerThink.

Systems such as CRM must automatically provide an organisation with the latest content relating to prospects' industry, organisation and region, while this information should be used as a "gateway to a deeper conversation"

"This level of relationship touch builds trusts and may just be what is necessary to close the deal," she concluded.

Sage Software recently predicted that spending on CRM in the Middle East would rise by 30 per cent during 2010.

Small Business Management Software from Atlantic Global OnDemand.

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