The Need for Customer-Centric CRM


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Date: January 2008
Type: White Paper
Rating: (3)

Overview: Most CRM products are focused more on sales management and reporting than on increasing revenue. This paper describes why they contribute so little to the bottom line and outlines the functionality that CRM systems must provide in order to have a direct impact on sales. Sales depend on more than the sales department, they depends on the entire organization working together to determine and satisfy the needs of the customer, turning initial sales into repeat sales and turning ordinary customers into reference accounts. CRM software will only show significant paybacks when it supports active collaboration between suppliers and their customers.

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