WHAT IS “CRM”?
Back in the 1980s and ’90s, we sold computer software that stored customer information and helped an enterprise manage its communications with its customers. That software helped with mailings, it printed labels when needed, and served as the go-to source for customer contact history. They were computerized address books on steroids and we called them “contact management”. Packages like TeleMagic and Act! were contact management pioneers. Since then, those packages have taken advantage of the tremendous advances in data storage and processing, and they have morphed into “customer relationship management” (CRM) systems.
Capable CRM systems are deployed for all users in an enterprise, and they manage a company’s communications with its customers, prospects, and even vendors. The important difference between contact management software and a CRM package is that CRM organizes and synchronizes sales, customer service, marketing, and even technical support business processes so that all stakeholders are using the same database. CRM software helps an enterprise find, attract, and win new customers, it nurtures prospects, it helps stay in touch with and track the support needs of existing customers, it assists in reclaiming lost customers, and it brings a higher level of consistency to all prospect and customer communications.
Capable CRM packages are tightly integrated into an enterprise’s ERP software and serve as a repository for all customer and prospect-centric information, including contact history, quotation, sales and invoice history, and service history. A capable CRM package allows sophisticated customer-centric analytics and facilitates business intelligence analyses, and can even assist in project management.
DSD Business Systems sells and implements three of the most capable CRM packages on the market; SageCRM, Sage SaleLogix, and NetSuite. Check them out by clicking on www.dsdinc.com.
Doug Deane is President of DSD Business Systems, a national provider of on-demand (cloud) and on-premises ERP and CRM software, specializing in wholesale distribution, manufacturing, warehouse management, inventory, business intelligence, and eCommerce software. DSD offers Sage 100 (formerly MAS 90), Sage 300 (formerly Accpac), Sage 500 (formerly MAS 500), NetSuite, Sage FAS, Sage HRMS (formerly Abra), Sage CRM, Sage SalesLogix, Extended Solutions, and Custom Programming.
