Finding the right CRM system

摘要

When the acronym 'CRM' is used, it is easy to assume that it refers to a standard off-the-shelf item of software which very often does not conform to an organization's processes and ways of doing business. A stigma has, in the past, been attached to various 'standardized systems' and companies have often experienced a series of headaches and frustrations with a CRM system which dictates how they should essentially conduct their business on a daily basis. While an off-the-shelf system will provide many companies with the basic functionality they need, more often, in order for a company to remain competitive in the industry in which it operates, a custom-built CRM system will help give it an edge and, more crucially, will be unique to the way it does business. For those who require total efficiency, have very distinct business processes or want to achieve and maintain a competitive advantage, a bespoke CRM system is the only route.