CRM buyers 'must use all relevant information legally'

Customer relationship management (CRM) and associated business management software must always be used completely legally, it is said.

According to Chris Lindsay, general manager for business applications at BT Business in an extended piece for Fresh Business Thinking, organisations must remember to fully comply with the Data Protection Act and Privacy and Electronic Communications Regulations.

He explained that companies must identify themselves upfront and ensure they make it clear what information they are collecting and why they feel the need to claim it, as well as promising to store it safely, answer customer queries and stop marketing to those who do not want it.

"You should already have a process for consent, whether that's buying lists where customer consent is already given or in your sales process," Mr Lindsay added.

"For marketing, especially email, you must have the opportunity for the customer to opt out."

Earlier in the week, Mr Lindsay said that while organisations may see CRM as a silver bullet when it comes to dealing with clients, it can all go horribly wrong if it is used in the wrong way.

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