CRM is 'absolutely vital' to modern companies

Customer relationship management (CRM) and associated business management software programs are the way forward, according to one commentator.

Pat D'Entremont of the Chronicle Herald said that all prospect information, including contact details, opportunities, documents, and tasks can be kept together, while management reports can be run alongside it to understand how sales are performing.

The ability to share information among everyone in the business is also a great bonus, it was added, with the expert noting that the person answering the phone has access to all relevant communications with the caller and can therefore serve the caller's needs with more personality.

Additionally, organisations can use CRM systems to create marketing campaigns, particularly with strong tools for email and direct mail management, Mr D'Entremont added, while many have case management facilities to track and prioritise support calls, issues and resolutions.

Nathan McDonald, managing partner at we are social, recently emphasised the importance of communicating with people in real time, whether they are customers, stakeholders or clients - something CRM can help deliver.

Small Business Management Software from Atlantic Global OnDemand.

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