CRM Software

Officials at a Peterborough, England-based customer relationship management software company said today that many organizations that rely on CRM still aren’t getting the most out of the products, according to reports.

 

While CRM systems are changing how businesses manage their data and relationship marketing, many of those businesses aren’t seeking expert advice or receiving structured training in the products, according to DMC Software Solutions.

 

Rebecca Haines, the company’s marketing manager, said it’s risky to invest in CRM without ensuring that the particular software is right for the company and that the supplier is willing to train employees in it.

 

“The CRM software must be feature-rich to provide a company with much more than just a database solution, but at the same time it must be easy-to-use and it must provide real-time integration with other business software and data,” Haines said.

 

According to the company, more than 40 percent of high-tech, aerospace and retail businesses in the United States and Europe have invested in CRM software. So have two-thirds of telecom operators and more than half of financial services, pharmaceuticals and transport providers, company officials say.

 

Yet many businesses have problems with CRM software, the company said.

 

“The big problem with CRM systems is selecting the correct CRM software for company needs and getting the right amount of advice and training to ensure it reaches its potential,” they said. “Resources are easily wasted without careful consideration and help.”

 

To support that claim, company officials cited what they called a recent survey that found 67 percent of businesses reported that finding time to choose and evaluate CRM software was a “major issue,” while 51 percent reported that synchronizing data was a “major issue” and 43 percent said they used less than half of their system’s functionality.

 

DMC officials say that some CRM software suppliers masquerade as experts in the field when they’re not.

Businesses must choose a supplier who not only understands the technology of CRM but also how to implement the software for each unique business model, according to Haines.

“It is also important for businesses to think outside the box when it comes to their CRM software,” she said. “No two organizations use the same processes and should therefore look beyond out of the box solutions. The scope of customization is extremely important and worth the additional investment to ensure it’s an exact fit.”