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Of the three words that comprise customer relationship management, one word binds the other two. As necessity and competition dictate that CRM upgrade itself with artificial intelligence and flights… Continue reading
Many businesses undervalue the planning that must go into CRM software selection and overlook the importance of defining the capabilities and results that will matter most to their organization. Don’t be one of them.
The best CRM software is the one that has the right capabilities and features for your objectives. That selection process is harder than it sounds, however, as organizations are faced with an abundance of choices and priorities to consider when determining which customer relationship management (CRM) software can best meet their needs today and into the future.
The CRM journey often begins with a set of circumstances that make the need for better tools abundantly clear, but businesses must carefully evaluate their own requirements, ask serious questions of various vendors and identify the key features of CRM tools that will be most important to their organization before moving forward.
Nadine LeBlanc, research director for CRM at Gartner, says the power of CRM starts with an organization’s business strategy. “It seems simple, but a lot of organizations often think of CRM as a technology… but CRM is a business strategy that optimizes a business’ capability while promoting customer satisfaction and loyalty,” she says.
There is no one-size-fits-all approach to CRM and many companies are already performing some version of CRM without recognizing it as such, according to LeBlanc. Any organization that serves its customers’ needs and wishes, or actively requests feedback from customers, has already started the CRM journey, she says. Continue reading