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INDUSTRY NEWS


17 June 2008

CRM Customisation 'Improves Key Metrics'


Customisable applications allow organisations to better manage and collect information, something which is convincing leading firms to use such technologies to configure their core customer relationship management (CRM) solutions, it has been claimed.

According to a report by Aberdeen, CRM solutions are being customised to integrate data from different customer-facing groups while increasing internal visibility into the sales process, all with the mind of creating a 360-degree view of customers.

The analyst found that best-in-class companies are 2.4 times as likely as laggards to leverage data integration solutions to support CRM customization plans, the result being increased performance in data entry, retrieval and maintenance.

"Today's busy consumer expects a heightened level of customer service. The result is a rapidly changing CRM landscape where the traditional sales-centric use of CRM solutions will be supplemented by a number of disparate data sources containing consumer information," said Alex Jefferies, Aberdeen senior researcher.

He explained that the ability to customise core CRM solutions allows businesses to directly integrate their business processes with third party data sources, enabling sales representatives access to more relevant client information.

At a recent conference hosted by enterprise content management body AIIM, industry experts spoke on the future of CRM, concluding that it rests upon the integration of web 2.0 technologies to open the way for user-generated content.<br/>

© 2006 Adfero Ltd.

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