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Collaboration 'needed for online CRM'

20th November 2008

Customer relationship management (CRM) systems must be built in collaboration with clients of a company if they want to combine it with online tools, it has been recommended.

Senior vice-president and general manager at Sage CRM Solutions North America David van Toor said that businesses are wrong to believe in their ability to build a web-based community that consumers will naturally gravitate towards.

"You and your customers will be much better served by first agreeing on what kind of conversation to have and where to have it," he said.

Mr van Toor continued by noting that plenty of time is needed to focus on main objectives of the CRM project, particularly the benefits it would bring.

Using CRM with such applications as Facebook was compared to "walking into a business party and soliciting sales" by the consumer specialist.

Marketing manager for DMC Software Solutions Gemma Clements recently highlighted the benefits of CRM in the current financial crisis as it helped maximise revenue in a time where competition was key.

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About Centennial Software / FrontRange Solutions

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.

Centennial Software, now part of FrontRange Solutions, is a leading developer of IT Audit & Network Inventory, Software Asset Management (SAM) and Endpoint Security tools. Centennial Discovery, License Manager and DeviceWall enable more than 6,000 organizations worldwide to manage their IT assets, license compliance and network security. Learn how full network audit, complete control of software licenses and effective USB security solutions can help drive cost, risk and complexity out of IT operations.

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