CRM importance highlighted with 'need to communicate in real time'

The importance of customer relationship management (CRM) in the workplace has been underlined by an expert in light of the current financial climate.

Nathan McDonald, managing partner at we are social, emphasised the importance of such business management software by stressing that there is "certainly" a trend as people realise the value of communicating with people in real time, whether they are customers, stakeholders or clients.

He continued: "Communications teams and marketing teams, and even customer service teams, are starting to adapt and are realising that at the very least they need to learn about these platforms and understand them, even if they make some early mistakes because later on you can't afford to."

However, people must be apprehensive as standard before going on a social media campaign, with Mr McDonald adding that companies should set some objectives as to why they are joining such platforms.

According to the Society for New Communications Research, 22 per cent of the primary corporations listed in the Fortune 500 in 2009 have a public-facing corporate blog, showing a six per cent increase on the previous year.

Small Business Management Software from Atlantic Global OnDemand.

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