CRM 'helps keep old customers with ease'

The adoption of customer relationship management (CRM) and associated business management software is unsurprising, an expert has said.

Joshua Weinberger, the managing editor of CRM Magazine, explained that CRM is becoming more popular as companies come to realise the need to retain customers as this is more cost effective than finding new ones.

He explained: "Operationally, a full-on CRM strategy comprises every aspect of a company's activity, from front office customer interactions to back office systems.

"The more encompassing the strategy, the more able the CRM system is to knock down those dreaded departmental silos everyone claims they're ready to do away with."

The expert asserted, however, that the software side of things is only one part of CRM, as the people and processes using business management software are the ones that prepare an enterprise for its reaction to a situation.

Mr Weinberger concluded that by having a valued, trained and capable quality of staff who are able to field customer complaints and assorted shifts in sales projections, CRM is the perfect accompaniment.

According to a recent Gartner survey of CRM systems, it was concluded that acquiring new customers has become the number two priority of organisations while enhancing customer satisfaction is number one.

Small Business Management Software from Atlantic Global OnDemand.

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