Effective customer relationship management is now achievable at both ends of the business scale
Data is clearly important in today’s business world, and the large majority of it revolves around customers. The way in which a company deals with its existing and potential buyers will have a direct influence on the level of success it enjoys.
In the past, customer relationship management (CRM) software had a certain air of exclusivity; as though it was preserved for companies at the top end of the size charts. Some smaller firms misjudged its potential, while others understood but simply couldn’t afford. Thankfully, though, this is changing.
Consumerisation has increased the accessibility of technology across the board; areas that companies had previously been hesitant to explore have opened up considerably and CEOs are finally getting to grips with the benefits on offer. CRM is no exception – systems are becoming easier to understand and use as the tech focus extends beyond the IT department.
The cloud’s impact shouldn’t be ignored either. The emergence of a thriving software as a service (SaaS) market shows just how much the flexibility and scalability offered by these web-based solutions is valued by businesses. It also opens the concept of effective CRM up to smaller firms that aren’t in a position to fund the conventional implementations favoured by their larger and wealthier competitors.
What does it all mean?
Essentially, it’s another giant step on the way to creating level playing fields across numerous industries. Recent technological advancements and trends – think cloud, BYOD, Big Data etc. – have given smaller businesses access to the tools and ideas traditionally preserved for those with colossal bank balances and giant workforces. CRM software has the potential to be one of the most important parts of this shift – it gives companies the opportunity to harness the power of information