Call Center Software Featured Article

Don't Get Distracted by CRM Bells and Whistles and Forget the Basics

By Tracey E. Schelmetic
TMCnet Contributor

While customer relationship management (CRM) programs based on the plethora of solutions that are available in the market have helped a lot of organizations, it's been a tricky prospect for some organizations, who don't seem to use their CRM solutions in the best way possible to get the most out of it.

CRM has only gotten more complicated in recent years, as it's become the hook on which organizations hang a lot of their more modern capabilities: e-commerce, mobile capabilities and social media, for starters. While companies are in a frenzy to master these newer technologies and marketing channels, many of them are forgetting to make sure they cover the basics with their CRM properly, says UK-based DMC Software, a reseller business partner to CRM solutions provider Sage Software (News - Alert), trying to run before they can walk.

Said Mike Ramsay, managing director of DMC Software Solutions, “At DMC, we have been selling, installing, supporting and developing CRM software for over 10 years. Many organizations approach us with the belief installing a CRM solution will ensure success. This is not true, and it is important that a proper CRM strategy and methodology is in place to ensure goals are accomplished.” 

While many companies believe buying a CRM solution is both the beginning and the end of a CRM plan for their organization, Ramsay says it's just a beginning, and that CRM is still about far more than the solution alone.

“A number of decisions have to be made regarding how the CRM system will be used to achieve organizational goals and all users need to be convinced of the positive attributes,” he said in a press release. “Reliable processes and procedures need to be introduced to encourage user adoption and accurate data capture. Once this has been achieved and everything is working effectively, then and only then can more advanced applications for CRM software be considered.”

While CRM is the most logical place for companies to integrate mission-critical programs such as social media and mobile customer service, companies should make sure they are building these programs on a solid foundation.

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