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CRM 'must be invested in' despite economic climate

28th May 2009

The effective use of a customer relationship management (CRM) system will allow businesses to remain competitive in the recession and as such, to shirk on CRM investment is foolish, a leading firm has explained.

Gartner, the global technology research company, stated that any delay in the implementation of CRM could result in a company having its beneficial effects being pushed back for months after the upturn, causing them to be slow in becoming competitive.

The report explained: "Many organisations have large investments in call centres, websites, marketing systems and sales force automation.
"With these pieces in place, companies can wrap effective strategies around these tools and generate real success from a customer standpoint."

Gartner added that the use of Facebook and Twitter could also help a company connect with customers.

Gartner was founded in 1979 and is based in Stamford, Connecticut, employing over 4,000 associates including 1,200 research analysts over 80 countries.

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Centennial Software was acquired by FrontRange Solutions (www.frontrange.com) in April 2008. FrontRange Solutions develops Service Management, IT Infrastructure and Customer Relationship Management solutions that scale with the needs of mid-sized and distributed enterprises. The company – through its FrontRange, HEAT, GoldMine, Enteo and Centennial brands – offers a unique portfolio that has been chosen by more than 150,000 organizations worldwide to help improve the effectiveness and reduce the cost of interacting with external and internal customers.

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