Customisation may be a vital key to successful CRM

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By: Wise Marketer Staff |

Posted on February 11, 2003

Customisation may be a vital key to successful CRM

According to CRM software developer, ADAPT, customer experience has shown that a major factor in CRM's success is often the ease with which the technology can be tailored to meet the unique needs of a company.

Citing Pittsburgh-based Business Records Management (BRM) as an example, ADAPT's CEO, Brian Dunn, asserts that selecting CRM software is much like buying an article of clothing: "Simply put, one size seldom fits all." Most often, according to Dunn, a tailored solution is the only practical answer.

"BRM exemplifies the fact that compromise, customisation, and cooperation all have to play a part in achieving an ideal solution that is not possible with an 'out-of-the-box' CRM package," said Dunn.

Successful tailoring BRM provides document storage, management and other business documentation-related services, storing more than 1.5 million cubic feet of its clients' records. The firm needed a more streamlined approach to managing its customers, as it had little insight into its customer base, and could not accurately track the progress of its sales and marketing efforts.

In obtaining a highly customised CRM package, the company put CRM at the centre of its new customer-centric business strategy, and can now select, manage and capitalise on its relationships. The firm met with success in its goals for the integration of CRM into its business, largely due to the customised approach which means that fewer core processes and workflows need to be changed, and less staff re-training is needed.

"We recognised the fact that our CRM solution had to be implemented around particular business objectives and processes rather than the arbitrary implementation of a prescribed system," said BRM's president, Steven Wright.

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